This account of a UK live-action roleplay (LARP) event highlights complex shifts between different interpretive frames, foregrounding the role of the physical setting as well as of non-players and locals in providing symbolic resources that inhibit or support breaking frames. The conception of framing used here draws upon and extends Goffman’s definition of a frame as part of the organization of activity that specifies meaning and expectations of involvement. In looking at the setting of such framing processes ethnographically, this article presents UK LARP as a distinctive engagement with rural materiality and a creative alternative to traditional country pursuits. From the point of view of a game organizer, the paper identifies the creation of specific contextual frames by the visiting hobbyists associated with three interpretations: 1) a narrative conception of the space as a backdrop for fantastical events, 2) a ludic conception of the space as an area of game-playing, 3) an event conception of the space and its inhabitants as something to be managed. Three examples of disruptions to the work employed to maintain these frames demonstrate the fragility of the magic involved in this fantastical hobby.