Abstract

Landscape protection has long been an integral part of Italy's legislation on Heritage and Cultural Property. However, lack of funding means that we have to elaborate the feasibility of a "cultural enterprise". The article examines the concept of a "landscape enterprise", analyzing the specific case of open air museums, here seen as the mean to ideally join landscape and art in a unitary context. Finally, the article sees, as a future evolution of open air museums, the progressive attitude to consider certain territories and landscapes as a sort of trade mark, thus emphasizing their economical, as well as cultural value.