Incubation
MEMORIAE MUNDI is a
Heritage Brand Incubator.
We specialize in the revival of dormant, heritage-rich brands, often called ‘sleeping beauties’ — revitalizing their legacy, reawakening their essence, reimagining their future, and restoring their symbolic power in a world hungry for meaning.
From forgotten memory to living legacy — we scout, secure, codify, and reawaken Brand Heritage as a source of enduring cultural and business value.
1. Scouting & Custodianship
- Seed of Memory
What we do: Identify dormant, forgotten, or endangered heritage assets — brands, maisons, rituals, archives, crafts.
Value: Protects intangible memory before it disappears.
Outcome: A curated portfolio of heritage potentials — a living repository of brands, rituals, and cultural lineages identified and secured before extinction, forming the raw material for future revival and transmission.
2. Memory Recovery,
IP Recovery
& Asset Structuring
- Pre-Incubation
What we do: Secure and consolidate the full spectrum of heritage assets — intellectual property rights, trademarks, archives, material culture, and intangible practices. We also conduct rigorous brand equity and heritage valuation.
Value: Establishes both the legal bedrock and the symbolic foundation upon which authentic revival can take place.
Outcome: A codex of intangible capital — encompassing rituals, oral histories, design codes, and symbolic continuities — ready to be reactivated and transmitted.
3. Heritage Codification
& Brand DNA Extraction
- Incubation
What we do: Conduct deep semiotic, historical, and anthropological research to decode the symbolic essence of the brand/heritage and codify what made the brand unique (design codes, rituals, clientele, cultural aura).
Value: Distills the soul of the memory into usable codes.
Tool: The Brand Heritage Rosetta Stone™ methodology.
Outcome: A living symbolic grammar for brand continuity.
4. Narrative Reinscription
& Strategic Repositioning
- Rebirth of Memory
What we do: We translate heritage into a modern, resonant narrative — aligning the aura of the past with the cultural codes of the present.
Value: Make memory intelligible, desirable, and alive for new generations, ensuring it is not reduced to relic or nostalgia, but reactivated as a source of renewed meaning and cultural power
​Outcome:
- Brand Storytelling & Cultural Repositioning — Craft narratives that preserve authenticity while speaking fluently to today’s audiences.
- Ritualization of Heritage — Transform archives, gestures, and traditions into living practices — embodied in products, spaces, and experiences.
- Cross-Modal Resonance — Encode heritage through the senses: color, aroma, geometry, sound — creating symbolic depth and immersive continuity.