Consumer research has offered a multitude of understandings of space. While these insights have contributed both to absolute and relativistic appreciations, the discourse has tended more often towards absolute representations. Through an examination of Irish road bowling, built from a four-year ethnography, we position Henri Lefebvre’s triadic model of social space as a heuristic device that may be used to further relativistic representations of space. In doing so we expose how Irish road bowlers produce space on public roads. We find that such space and the actions of road bowlers within it are deeply influenced by both historic and contemporary socio-cultural discourses. In this way, we highlight how Lefebvre can be used to get at the context of context and offer an alternative understanding of normative and existential communitas.