Carole Paul

The redecoration of the exhibition spaces at the Borghese palace and villa, undertaken together with the reinstallation of the family's vast art collections, was one of the most important events in the cultural life of eighteenth-century Rome. In this comprehensive study, Carole Paul reconstructs the planning and execution of the project and explains its multifaceted significance: its place in the history of Italian art, architecture, and interior design at a complex moment of transition from baroque to neoclassical style, as well as its unrecognized but profound influence on the development of the modern art museum. The study shows how the installations and decorations worked together to evoke traditional themes in innovative ways. Addressed primarily to a new audience of tourists from abroad, the thematic content of the spaces celebrated the greatness of the Borghese family and of Roman tradition, while their stylistic diversity and sophistication made a case for the continued vitality - even modernity - of Roman art and culture. Designed for the exercise of a highly refined social performance, these sites helped to model the experience of art as a form of enlightened modern civility.

The Borghese Collections and the Display of Art in the Age of the Grand Tour

Getty Research Institute

Alberta Campitelli

Antonio Asprucci

In 1775 Prince Marcantonio Borghese IV and the architect Antonio Asprucci embarked upon a decorative renovation of the Villa Borghese. Initially their attention focused on the Casino, the principal building at the villa, which had always been a semi-public museum. By 1625 it housed much of the Borghese's outstanding collection of sculpture. Integrating this statuary with vast baroque ceiling paintings and richly ornamented surfaces, Asprucci created a dazzling and unified homage to the Borghese family, portraying its legendary ancestors as well as its newly born heir. In this book, Carole Paul reads the inventive decorative program as a set of exemplary scenes for the education of the ideal Borghese prince. Her wide-ranging essay also situates the Villa Borghese among the sumptuous palaces and suburban villas of Rome's collectors of antiquities and outlines the renovated Casino's pivotal role in the historic transition from the princely collection to the public museum. Rounding out this volume is a catalog of the Getty Research Institute's fifty-nine drawings for the refurbishing of the Villa Borghese and Alberta Campitelli's discussion of sketches for the short-lived Museo di Gabii, the Villa's other antiquities museum.

Drawings for the Late-eighteenth-century Redecoration of the Villa Borghese

Making a Prince's Museum

Peggy Fincher Winters

Today's major retail marketers look to the power of branding as their most potent and valuable strategic asset. This fascinating book of case studies demonstrates what really works in effective retail brand management, showing readers a myriad of marketing and creative efforts that help develop a branding story. Filled with over 500 full-color photos, Brandstand identifies, analyzes, and interprets each brand, and presents a new, "how-to-think" rather than "what-to-think" theory about building retail equity.

Strategies for Retail Brand Building

Brandstand

In the eighteenth and early nineteenth centuries the first modern, public museums of art—civic, state, or national—appeared throughout Europe, setting a standard for the nature of such institutions that has made its influence felt to the present day. Although the emergence of these museums was an international development, their shared history has not been systematically explored until now. Taking up that project, this volume includes chapters on fifteen of the earliest and still major examples, from the Capitoline Museum in Rome, opened in 1734, to the Alte Pinakothek in Munich, opened in 1836. These essays consider a number of issues, such as the nature, display, and growth of the museums’ collections and the role of the institutions in educating the public. The introductory chapters by art historian Carole Paul, the volume’s editor, lay out the relationship among the various museums and discuss their evolution from private noble and royal collections to public institutions. In concert, the accounts of the individual museums give a comprehensive overview, providing a basis for understanding how the collective emergence of public art museums is indicative of the cultural, social, and political shifts that mark the transformation from the early-modern to the modern world. The fourteen distinguished contributors to the book include Robert G. W. Anderson, former director of the British Museum in London; Paula Findlen, Ubaldo Pierotti Professor of Italian History at Stanford University; Thomas Gaehtgens, director of the Getty Research Institute; and Andrew McClellan, dean of academic affairs and professor of art history at Tufts University. Show more Show less

The Birth of an Institution in 18th- and Early- 19th-Century Europe

The First Modern Museums of Art

Arthur A. Winters

Retailers of every format, specialty, department, discount, off-price, e-tail, designer, manufacturer, and shopping mall now know that retail power is brand power. To maintain a unique competitive advantage retail marketers must be proactive in the reinvention of their store-as-a-brand, their store and private brands, and most important, their customer as a brand.

Carole Paul

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