Have Italy’s heritage sites become luxury goods?

In acts of desperation, more and more of Italy’s key historic and tourist sites are handing over the keys to their destinies to giants of the luxury world. A delicate balancing act between preserving inestimable sites and a new marketing logic.

By Alicia Published on 01 November 2016 Share

In acts of desperation, more and more of Italy’s key historic and tourist sites are handing over the keys to their destinies to giants of the luxury world. Consider the Roman Coliseum with Tod’s, the Trevi Fountain with Fendi, the Neptune Fountain with Salvatore Ferragamo, and Milan’s La Scala with Dolce & Gabbana, as they.

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