New strategies on image rebranding and heritage management: former lunatic asylums, difficult heritage and difficult memories

Former lunatic hospitals and the history of mental illness are fragile category of ‘cultural heritage’ which are considered as a cruel and unsettling part of our common history. They were the places of refuge, sanctuary and care, human marginalisation, and containment where varied number of marginal and unspoken memories and individual testimonies were hidden. They have become the subject of many museum exhibitions that juxtapose materials used to diagnose treat the mental disorders, historical and medical records, and their visibility revoke the unspoken memories and forgotten archives of these heritage places. Yet, despite those visibility efforts, the transmission of this heritage to the future generations remains problematic depending on people perceptions and communication ways of the historical contents. In addition, most of these huge heritage complexes have become completely or partially abandoned, and their preservation and valorisation through readaptation as a cultural heritage represents a challenge due to their stigmatised past and current ownership-related conflicts. This paper aims to discuss new possible strategies and reflections to communicate those unsettling and difficult memories of former mental asylums. To do this, the paper focuses on eco-museum concept as an instrument for heritage management, active participation and collective heritage valorisation strategies drawing on the Pionta experience.