Eighteenth-century Europe witnessed a commercialisation of culture as the marketing of culture became separated from its production and new cultural entrepreneurs entered the stage. Cultural consumption also played a substantial role in creating social identity. In this book, Michael North systematically explores this field for the first time in regard to the European Continent, and especially to eighteenth-century Germany. Chapters focus on the new forms of entertainment - concerts, theatre, opera, reading societies and traveling - on the one hand and on the new material culture - fashion, gardens, country houses and furniture - on the other.