This work resides within the body of research concerned with space in consumer research. It highlights that the consumption of space has been a focus of enquiry thus far and that this brings with it a tendency to treat space as an absolute entity. Thus we call for more attention to be paid to how consumers produce space through consumption. A four-year ethnographic investigation of Irish road bowling is framed through Henri Lefebvre’s (1991) triadic model of social space. We demonstrate the merits of this analytical lens and argue that its adoption by consumer researchers can contribute to our understanding of how spaces are produced by consumers. In so doing, we reveal how such an approach is also well positioned to address “the context of context” (Askegaard and Linnet 2011).