The aim of this paper is to argue for the development of a more holistic understanding of the role of architecture within experiential consumption research. We review prior marketing and consumer research which touched upon the architectural dimensions of consumption experiences and we further draw upon our own research in the context of music consumption to illustrate the usefulness of generating theories that take into account the variety of ways into which lived architectural spaces can shape consumption experiences. We conclude by identifying potential areas of future research that lie at the intersection between architecture and experiential consumption research.