Collecting and Identity. Meanings and Interpretations
KapitolaShaping Identity Beyond Adornments: Bvlgari’s Domvs and its Role in Conveying the Brand Heritage within the Realm of the Corporate Museum
Rok vydání: 2026https://doi.org/10.5817/CZ.MUNI.P280-0874-2026-8
Abstrakt
The paper examines Bvlgari’s Domvs as a corporate museum and explores its role in communicating the identity and heritage of the luxury brand. Focusing on the relationship between collecting, display, and brand narrative, the study analyses how the museum transforms objects associated with adornment into instruments of cultural representation. It argues that the Domvs functions not merely as a repository of jewellery and archival materials but as a space in which the history, values, and identity of Bvlgari are constructed and conveyed to the public. By situating the corporate museum within broader discussions of collecting and identity, the chapter highlights the role of material culture in shaping brand heritage and institutional self-representation
Klíčová slova
Bvlgari, corporate museum, brand heritage, collecting, identity