In my project I observe the phenomenon of consumption and its cultural implications on our day society. I believe it is very important to demonstrate the complexity and measure of the subject and I attempt to demonstrate some of the key issues through analysing Newcastle’s own Eldon Square shopping centre. My philosophical concept is based on the material of Jean Baudrillard. I believe he showed a real insight in the complexity and complicatedness of consumerism through the notion of the political economy of the sign and demonstrated how sign functions in the relations that involve economic, symbolic and use value exchange.