Discover the hidden world of map collecting in Renaissance Italy with ‘Worldly Consumers: The Demand for Maps in Renaissance Italy’ by Genevieve Carlton. While the practical use of maps in the 16th century is known, this book unveils their profound personal and cultural significance. Explore how maps became essential tools for identity construction and social signaling among private consumers. Carlton meticulously examines how Italians used map acquisition and display in their homes to craft sophisticated, cosmopolitan, and erudite personas, turning their domestic spaces into representations of the wider world. Delve into fascinating examples of how individuals showcased their prowess, heritage, and intellectualism through the deliberate placement of maps. This insightful study reveals a new class of consumers who derived significant cultural capital from these precious cartographic artifacts.