When Crown Prince Fredrik and Mary Donaldson were married in May 2004, a number of cultural institutions conducted a documentaion of the many different ways in which teh Danes related to the event. The investigations showed that the Danes took anything but a passively consumerist approach to the event, which also constituted a framework for creative popular expression and the development of both old and new social collectivities. Like major sporting events, the things that happen in the Royal Family create a space where norms and behaiour of everyday life change for a while. It becomes possible to be personally involved in rituals and celebrations that put one's own life situation and choices into perspective. The article documents the popular experience of the Crown Prince's weding in private, public and virtual space.