It is the city that takes our life away. It is the city that makes promises. While occupying residential neighbourhoods we starve for more, for excitement, for cool, for bling. Constant arousal provided by the urban environment reminds us that we are alive, but deep down we remain tired, lifeless, lonely and abused. We trust its brands and corporations which make us feel special, needed and valuable. At the same time we are afraid of the usual and the ordinary. We sacrifice too much. We sacrifice self.