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In the post-industrial marketplace, the production of experiences of consumption as entertainment and symbolic value form an integral part in the organization of a con sumption event. The organization of medieval events is not just simple re-engagement with the past but construction of it in the present. Medieval history and practices are partially being constructed by organizing medieval events as consumer experiences today. The article visits two empirical cases of Northern European medieval festivals from the perspective of the construction of identities in forms of role-play; and the re-engagement with old production practices as forms of organization. Monetary transactions and the atrical activity, as well as identity-construction, are employed in the construction of historical time-space in the now-space as part of the organization of a historical event.