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The House of Juliet, Verona, Italy
Love has an undeniable power. There’s a strength in the emotion that is indefinable and seems endless.
It’s so strong that it can defeat logic, neutralise rational thought and influence decisions. In other words, it’s exactly what salespeople are looking for.
Enter stage left, the House of Juliet in Verona. The brainchild of an Italian marketer, it is a money-spinner that only love could make so successful.
There’s a simple formula to making a fortune in this instance.
- Find one of history’s most enduring love stories. Romeo and Juliet – tick!
- Identify the city in which it is set. Verona, Italy – tick!
- Choose the most iconic location from this love story. Juliet’s balcony – tick!
- Locate an old building that needs some patronage from tourists – tick!
- Build a balcony – tick!
- Call it Juliet’s House – tick!
- Sit back and let the money roll in – disarm doors and cross-tick!
Letters to Juliet
There is absolutely no room to move in the courtyard at the House of Juliet. This isn’t even the height of summer but already it is full of tourists.
I’ve had to push my way through doting boyfriends, lovestruck girlfriends, indulgent husbands and adoring wives.
It’s as though they’re trying to be obstructionist and they’ve singled me out (pun intended).
Some choose to go inside the house for 6 euros each, mainly so they can take photos of each other on the balcony. Others have just come for a look but get sucked in by the merchandise and the cafes and shops in the courtyard.
Regardless, there’s a lot of money changing hands at a landmark that has nothing to do with its name.
Juliet’s House in Verona is a monument to love. The artists: thousands of people over many years who have left their mark on the walls and anyone else they can scribble.
They’ve written names inside hearts, affixed locks to a gate, and even stuck their mutually-chewed gums on every possible surface. Almost every space that could be covered is covered.
Didn’t I say that love neutralises rational thought?
Still, I understand that Verona is a romantic place and I’m not a complete grinch. So, here are a few suggestions for experiences that will get your heart racing: