Abstract

A new type of museum appeared – the corporate museum. The museum institution in this instance has been used as a new marketing device for building corporate identity strategies. Their inception is not based on the existing context of a place, but appears to be integrated with the corporate identity programme, exposing the company’s values and philosophy. They are thematic, commercial buildings, owned by a particular firm, where the history of the company brand and products development is presented. Architecture of corporate museums must doubtless be identified with the brand, reflecting the high quality of a brand’s products. The surveys were carried out on freshly constructed corporate museums like Porsche, Mercedes and BMW Welt. They are located next to the factories where the brand products are manufactured. The immediate vicinity of the museum to the production zone allows the exhibition to extend to the production line. Corporate museums generate considerable benefits, as the cultural potential of a space where the museums are built increases. Their outside-the-city location economically activates forgotten zones of the town. Corporate museums extend the city’s tourist and cultural offerings and their buildings become a recognizable element in a city’s marketing image. These facts prove that museum institutions can be successfully used for commercial purposes.