BUILDING AN IDENTITY: ARISTOCRATIC LANDSCAPE AND CONSPICUOUS CONSUMPTION AT THE 16TH‐CENTURY BISHOP'S PALACE IN ODENSE

In the 16^th century, establishing and maintaining one's status and position in society was an important social factor and motivator. This article examines to what extent such efforts can be deduced from archaeological material. The subject is the 16^th‐century bishop's palace in Odense, Denmark. This case study has been encouraged by the unprecedented large‐scale archaeological excavations that have taken place in the Odense city centre in recent years. The new archaeological data allows for a contextual analysis in which the finds and structures are considered as evidence for negotiated identity expressed through materiality. The main conclusion is that a unique socioeconomic identity is expressed in the building structure, while evidence from the portable objects is more ambiguous.