Abstract In this study, we examine the linguistic landscape of Hrubý Rohozec, a stately home in the Czech Republic and that of the surrounding town of Turnov. In doing so, we suggest how and why the practices of signage and display differ functionally and ideologically from the practices in the surrounding town. The history of the building, the nature of the information conveyed, the projected audience and ideological stances towards them and towards the home’s history all contribute to a complex picture facing the observer.
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