@article{Rossini_Nervino_2019, title={City Branding and Public Space: An empirical analysis of Dolce & Gabbana’s Alta Moda event in Naples}, volume={4}, url={https://www.journalpublicspace.org/index.php/jps/article/view/1234}, DOI={10.32891/jps.v4i4.1234}, abstractNote={<p>This article focuses on the celebration of the thirtieth anniversary of D&G held in Naples in June 2016. For this event iconic places of the city were used as the backdrop of the Alta Moda Fall/Winter 2016 collection. For a few days, access to different areas of ‘Centro Storico’ (the Neapolitan’s downtown) were closed to the general public generating controversial opinions on the phenomenon of privatization of the public space.<br>The study presents an empirical analysis of the video produced for the event and it focuses on the elements that characterize Naples as a cultural artifact capturing the authenticity of Southern Italy and simultaneously meeting the brand values of D&G. The findings revealed how the urban space becomes a tool to emphasize the core values of the fashion brand and how this process enhances the image of the city as a historical and cultural center, essence of Mediterranean and Italian culture. </p>}, number={4}, journal={The Journal of Public Space}, author={Rossini, Francesco and Nervino, Esterina}, year={2019}, month={Dec.}, pages={61–82} }