Heritage and best practices lead #branditalia abroad

Thanks to the Culture Decree and the introduction of the Art Bonus, the Italian Ministry of Culture launches a new crowdfunding approach for the Domus Aurea construction site, in order to empower italian archaeological excellence and relaunch the Made in Italy abroad

Gorgeous marbles came from the Middle East and Africa to decorate the Domus Aurea, the outstanding home of Nero, one of the greatest and most discussed emperors of Roman history, a foolish and charming personality still on everyone's lips even today.

The crowdfunding project of the Italian Ministry of Heritage and Cultural Activities and the Ministry of Tourism, was started precisely for the Domus Aurea construction site in Rome, following the Culture Decree.  The same decree introduced the ArtBonus, a three-year tax incentives system envisaging the deductibility of 65% of donations from companies and citizens for the restoration of public cultural heritage.

It's a completely new approach, already working for the Louvre and several American museums and crossing the line between the public and private domains for what concerns the contribution to the public heritage. In Italy this project has been successfully tested for the Domus Aurea restoration, a pioneering experience for the transparency of works and expenses and the engagement of experts for the archaeological construction sites.

The Domus Aurea case history confirms archaeology as an excellence of our country, with a positive outcome on the perception of the brand Italia especially abroad, as well as on the positioning of the Made in Italy on international and, above all, Mediterranean markets that are rich in archaeological heritage to be protected and promoted. The crowdfunding for the Domus Aurea construction site is online at www.cantieredomusaurea.it



ICS Editorial

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