This article investigates malls as the most popular institution of retail market in contemporary Russia. The mall uses several kinds of strategies to regulate consumer behavior and gain profit. Among them are architectural and shopping space design, sale employees’ activity, etc. At the same time, a consumer does not follow the strategies of the mall passively. She/he has an experience of shopping that allows him or her to be an active agent in the shopping area. She/he also has a unique self-image that helps not to get lost in the commodity abundance. Intersection of the mall strategies and consumer behavior are in the focus of this empirical research.