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The work presents some results of the current study of ball culture within the framework of the project on reconstruction of historical practices of cultural heritage of St. Petersburg, a UNESCO World Heritage site. The economics of impressions and presentation of authenticity of the commercial project of the 19th century ball reconstruction are considered. The work uses sociological methods of document analysis, semiotic analysis of posters of the XIX-XXI centuries, presents the results of interviews and surveys of young people on ball culture, phenomenologically considered the reconstruction of the historical ball in the mansion of P. N. Demidov.