Search results

The paper aims to elaborate on the potential for regeneration of Bagamoyo (Tanzania) through adaptive reuse of its heritage sites. The town was the most important harbour for ivory and slaves of the East-African mainland during the 19th and early 20th century and the colonial capital of German East-Africa between 1885 and 1890. Today, it has 85,000 inhabitants who mainly live in informal settlements while stone town closer to the coast is largely abandoned with its historical buildings in a poor state of conservation.

The first part of the paper describes the history and heritage of the old stone town Bagamoyo, and how it impacts its identity. Additionally, it summarises the critical reception of the town's role in the application to UNESCO World Heritage for “The Central Slave and Ivory Trade Route”. This, in order to consider the reuse of its heritage sites more as part of a layered regeneration process than of a singular narrative for preservation. The second part presents research-by-design proposals investigating the economic, social and cultural potentialities of three spatial layers: the main street, the coastal strip and the shoreline.

The identity and therefore also urban regeneration of post-colonial towns such as Bagamoyo is the result of a complex combination of different narratives rather than of a singular one.

Bagamoyo's heritage has been studied as a driver for international tourism linked to slavery but without successful implementation. This study proposes an alternative perspective by investigating its potential for urban regeneration in line with local needs. Developed in the context of a master studio of architectural design, it presents an innovative didactic approach. Moreover, the methodology of research-by-design can be inspirational for other historical towns.

The purpose of this paper is to explore the specific characteristics of consumers’ lived experience in a brand museum within a luxury context. While previous research has investigated this experience through the lens of brand heritage, the unique attributes and prestigiousness of the luxury field have not yet been examined. The authors argue that these distinctive features may alter the brand heritage experience in significant ways.

To understand the dimensions of a brand heritage experience in a luxury context, the authors applied a qualitative method using reflexive introspection. Specifically, the authors used 89 reflective introspections of 29 visitors of nine different luxury brand museums.

The findings indicate that a brand heritage experience in luxury is based on four dimensions: aesthetic, authentic, scientific and mythic. The data also reveal the heterogeneous aspect of the experience, which varies according to the level of consumers’ brand familiarity as well as whether the museum visit is led by a guide or not.

The authors contribute to the literature by emphasizing a new dimension of a brand heritage experience in luxury: a mythic dimension. This study also unveils the impact of contextual factors on the brand heritage experience.