Semiotics and consumption: spaces, identities, experiences – This article sets forth a methodological proposal of a semiotic nature aimed at analyzing the phenomena of contemporary consumption. To this end, a unitary picture is presented of instruments that emerge from consolidated researches (e.g., semiotics of communication, of marketing and advertising, aesthetic sociosemiotics, analysis of practices). After reflections concerning the relations between consumption and culture in today’s society, the study of consumption is broached starting from the spaces where consumption self-celebrates today: stores — large and small, as well as cultural spaces and museums. Keywords: experience; identity; semiotics; advertising; marketing