Founded by Swiss settlers in 1845, New Glarus in Wisconsin evolved from being a dairy farming and cheese production village to a popular tourist destination. Following a grave economic downturn in the 1960s and 1970s, the community discovered embracing the image of its cultural heritage, particularly traditional architectural details, as a way of survival. Consequently, they began to ‘Swissify’ their commercial building facades and so to appear even more Swiss. Since 1999, the town has even regulated the production of new buildings via its building codes to preserve this particular aesthetic evoking the familiar traditional Swiss Chalet style. Swissness Applied – New Glarus and Its Image of Cultural Heritage investigates the transformation of European immigrant towns in the United States, exemplified by New Glarus, WI.