While being a recent topic in the corporate marketing literature, corporate heritage brands are an acknowledged topic of research. A corporate heritage brand is a brand that embraces its own past in a relevant way, and that takes advantage of that past, in the present and to build a successful future. The purpose of this study is to understand the impact of buildings and places in consumers’ perceptions of authenticity in corporate heritage brands. This study was, therefore, designed within qualitative-inductive research, consisting of a single case study. The research process consisted of the analysis of 25 semi-structured interviews. This study’s contributions include geographical proximity of the spaces of corporate heritage brands to the residents, as a reason for consumers to visit the space while the region is part of the brand’s identity. Besides, by including stores from other brands in their space, corporate heritage brands can increase consumers’ chance to visit the space, while developing a cohesive image for consumers. Factors such as the aging of the buildings in the space of corporate heritage brands, as well as the representation of the company’s effort to provide good living conditions for the workers, influence consumers’ assessment of authenticity of the space
