This article aims at considering the story of the Belgrade Staro Sajmište Second World War concentration camp, as it unfolded since October 2007. At that point, it captured national and international headlines, as a range of actors rallied to ban the private use of this memory place for a concert by a British pop group. The article concentrates on patterns of construction of memory(ies), space and transfers of knowledge as well as power as the Staro Sajmište story is ‘uncovered’ to the public in mainstream mass media. The focus of inquiry extends beyond the official realm of memory to media representations as central aspects of contemporary manifestations of collective memory. The article intends to explore the construction of narratives, public discourse and identities that directly impact democratic practice and citizenship in the wake of the radical social and political change that Serbia has experienced in the recent past and during the Western Balkans European Union accession process. It demonstrates that the multiple (hi)stories and fractured mnemonic genealogies of Staro Sajmište produce, and are themselves produced by, the narrative of European participation and integration, in an interplay between different discursive layers, such as the national narrative, the international and European narrative and the local Jewish narrative, as well as practices of spatial reconstruction and consumerism. The article is informed by understandings of the Balkans as a space that is inside and outside Europe in many senses, traversed by flows of people, funding and ideas/imaginaries of Europe and European-ness, concretised in specific projects and the relations that constitute them.