The sixth chapter discusses the category of "non-place" or "thinned-out place" by presenting some of the relevant secondary literature, and insisting on the deliberate alteration of place according to a series of architectonic interventions designed to increase temporal, spatial, and physical disorientation and vulnerability. The main part of the chapter will be devoted to interrogating a new stage in the development and construction of commercial developments. The difference between new and old developments is decreed by the degree of performativity. This is exponentially increased by introducing the notion of authenticity and tradition. The example of the Sicilia Outlet Village in Agira, Sicily, is produced as a case study of the new shopping experience.