A unique and fascinating transcultural study on the role of imagery and appropriation in architecture and urban planning. Founded by Swiss settlers in 1845, New Glarus in Wisconsin evolved from being a dairy farming and cheese production village to a popular tourist destination. Following a grave economic downturn in the 1960s and 1970s, the community discovered embracing the image of its cultural heritage, particularly traditional architectural details, as a way of survival. Consequently, they began to change their commercial building fa ades to appear even more Swiss. Since 1999, the town has even regulated the production of new buildings via its building c ..