The Shakesepare Brand in Contemporary “Fair Verona”

The idea that Shakespeare belongs to the world is certainly not new. From beginning of his afterlife as a dramatist two issues have been consistently put forward by contemporaries: 1) art’s universality—for Ben Jonson, was one “To whom all scenes Europe homage owe”—and 2) ability in appropriating foreign exotic environments which notoriously characterised most plays. value such claims, seem be so present us, helped identify an ‘universal’ icon whose work transcends time and space, gradually fostering, outside Britain, so-called ‘Bardification culture’, phenomenon persists, even more powerfully, nowadays. This study examines different ways through Verona has contributed popularizing elaborating myth Romeo Juliet into variety formats suitable for tourism market. By taking account ‘Shakespace’ phenomenon, it focuses on what I labelled ‘R&J-influenced spaces’ number civic, cultural, narrative spaces generated constructed upon Veronese lovers.