The unique preservation of Yves Saint Laurent’s birthplace: A singular cultural heritage in Oran

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Abstract In 2020, the Affane Mohamed Foundation initiated the restoration of the Yves Saint Laurent house in Oran, Algeria, led by architect Youcef Fernane. The project aimed not only to restore the artist’s birthplace but also to showcase his first private theatre, sketches, drawing table, study, and personal bedroom. The house, built in 1925 in the Plateau Saint-Michel district (now Hai Sidi El Bachir), exemplifies neoclassical architecture with Art Deco influences. This project stands out as a unique initiative in Oran, where the preservation of public figures’ homes is rare, making it an exception in Algeria. The restoration, completed in 2022, has attracted significant attention, drawing visitors locally and internationally, particularly through social media, highlighting the cultural and historical value of the site. The research addresses visitor feedback, hypothesising variability in their testimonials, which serve as constructive criticism of this initial tourism initiative in Oran. The dual objectives are to illuminate the significance of the Yves Saint Laurent residence and to analyse visitor perceptions and attitudes towards this memorial site. Methodologically, the study is based on documentary research, including recent surveys and photographs from the Youcef Fernane design office and qualitative data from online questionnaires and visitor books. The results highlight the house’s importance as a cultural landmark but also reveal a lack of publicity, affecting its visibility. Conclusions suggest that the museum significantly enhances Oran’s cultural landscape, offering emotional and educational experiences. However, there is a need for better promotional efforts to increase its visibility and appeal to a broader audience, emphasising the importance of strategic marketing and visitor experience improvements for future projects.