Curator of History
Curation (Verb): The action or process of selecting, organizing, and looking after the items in a collection or exhibition. Such actions are typically undertaken using professional knowledge of a specific practice or period. Origin is from the latin term cura, meaning to care for.
About
Founded in 2021 as an intellectual property investment and advisory vehicle, Alcarum is focussed upon the acquisition and revitalisation of heritage brands in the luxury consumer goods and lifestyle sector. Alcarum’s evolving portfolio portfolio of European, British, Australian, and American brands collectively embody in excess of eight-hundred years of history.
Alcarum is curating a portfolio of enduring heritage brands; motivated by the growing demand for authenticity, an ongoing democratisation of the luxury segment, and a contemporary emphasis upon intellectual property as a critical asset. Given the finite nature of heritage brands suited to rejuvenation, Alcarum provides partners with access to a truly unique asset, history.
Alcarum is not focussed upon the creation of brands, but rather their curation. Given this, rejuvenations and revivals are not intended to exploit dormant brand recognition or recall; but rather to selectively draw upon the most compelling elements of a given brand’s history, effectively translating such into a contemporary offering. As a caretaker of historic brands, Alcarum is a responsible custodian of the legacies of the products and people that define their stories.
Portfolio
At present, Alcarum’s portfolio of revived and acquired brands remains confidential. Should you be interested in obtaining information concerning Alcarum’s current portfolio, please see the contact page to get in touch.
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