It seems that an intrepid consortium of impact investors, real estate developers, and the Swiss Tourism, Farming, and Dairy Products Oversight Authority have created a juggernaut heading for Jung’s home in Kusnacht and his famous tower in Bollingen. The enterprise called Große Böse Wölfe Hinein Unterwäsche has announced its plans to finalize the acquisition of Jung’s estate and transform it.

The modernization of revered sites is familiar across the world. Saddled with mounting maintenance costs and increasing government regulation, British Estates have been repurposed as luxury hotels and sacred temples into coffee houses. Ineligible for inclusion as a UNESCO world heritage site, the Jung properties were placed in a precarious position and seemed to be headed for a similar fate. The consortium has leaked plans to position the properties within a large compound inspired by the successful Disney Adventureland highlighting fairytale motifs.

While Jung himself might have delighted in bringing the archetypal themes in the Grimm’s tales to life, it is hard to imagine he would have tolerated the intrusion into his sanctuary, Bollingen. Analytic psychology has long understood the role of liminal spaces that straddle two states of consciousness. One could argue that the developer’s plans will likewise provide a transitional space between the quaint blend of medieval and Heimatstil Architektur of the original buildings with innovative technology and luxury hospitality.

Like Jung himself, this venture suggests a battle between the Voice of the Times and the Voice of the Depths. To capture the interest of the modern collective, focused on boutique experiences, the creative team is including a luxury hotel compound, a spa centered on historic Swiss folk remedies, children’s camps inspired by Jung’s boyhood experiences, and an immersive virtual reality-enhanced tour based on Emilie Preiswerk’s spiritualist practices.

Perhaps to mollify the expected outrage, the consortium plans to support the Analytic community by digitalizing the Jung library and reproducing artifacts from the homes for sale abroad. Finally, as a bow to the Voice of the Deep, there are plans to organize a nonprofit extension of the new corporation that will fund quantitative research into the efficacy of Jungian Analysis—a long-awaited tool to protect the integrity of analysis.

Holding the tension of the opposites, modernization vs. heritage, may help our community envision the transformation of the Jung properties as a kind of symbol that blends both values without diminishing either. Or we may find our memories, dreams, and reflections trampled by monetization and exploitation. Only time will tell.

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