source: screenshot of advertisement on derstandard.at 7.10.2010
An example for the commodification of heritage as a real estate asset.
"In an old building, you are always queen or king."
(a wordplay referring to the classic checker board pattern of floor tiles)
In this internet ad campaign of an Austrian property development company owning an apartment in an old building is conflated with luxury and elegance.
You are not just buying an apartment, you are buying into being associated with a certain social class and past grandeur.
