Gender practices in consumption as the strategy for service space designing

The definition of service space as the social space of demonstration and public consumption is given in the article. The emancipation is considered to be the socio-political condition of releasing female independence in the implementation of consumer preferences. The female influence on sign and esthetic registration of new service space is analyzed. The conclusion being drawn is that the accent on gender aspect of consumer practices promotes forming and spreading of service formats, their internal and external design. And, as a result, it has led to the transformation of consumer tastes, styles, fashions. The campaign for emancipation was one more step on the way of mass and routine process of demonstrative consumption.