Established institutions—museums, broadcasters, luxury retailers—are systematically mining their own archives and heritage IP as their primary growth engine. The Antwerp Six receiving documentary context, John Lewis embracing intergenerational narratives, Levi's returning to claymation, and Estée Lauder tripling down on fragrance reveal a pattern where institutional relevance is defended not through innovation but through strategic reactivation of proven cultural assets. Heritage becomes the business model.