Brandscape. Heritage policies and the roots of a company future: the Lavazza case
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Abstract
The article aims to analyze Lavazza heritage policies with a particular focus on the new headquarters building, Nuvola, where the corporate museum and the company archive have been recently built. From the constitution of the historical archive, Lavazza engaged in several cultural projects focusing on the company heritage, that became a central asset in the shaping and definition of the corporate identity.
Keywords
- Heritage
- History
- Archives
- Future
