Abstract This chapter sets out the basis for a theory of reification (the objectification of social relations), based on concrete examples presented in the previous chapter. It sets a cognitive map of how ideology and desire are used to frame urban experiences. In addition, it traces how architecture produces narratives (fantasies) that, in their turn, reproduce ideological and subjective senses (the way people see social reality). Finally, it develops an alternative route to enable awareness of the spectacular character of these neoliberal spaces.