Can semiotics be considered as a useful method to analyze contemporaryexhibitions, in order to highlight the process of sense construction?Can semiotics consequently explain the way in which the visitor experience takes shape? The paper deals with the display of CarstenHöller’s solo show Doubt, looking at it as a text in a generative semioticsperspective. Here the exhibition is seen as an utterance—the result of anact of enunciation — made by a collective subject who chooses artworksand arranges the display, towards a recipient subject, the visitors.WithinGreimas’ narrative semiotics used as a toolbox, the investigation goesfrom the textual manifestation—the previous architecture structure andits transformation in connection with the show — down the discorsivestructure in terms of spatialization, temporalization and definition ofthematic roles. Then, finally analysis goes into a deeper level of narrative,as an archeological practice, tracing the narrative schema subtended inexhibition, in an attempt to explain how the text convey its meaning.