Craftsmanship and Design
Our country has an absolute competitive advantage in terms of craftsmanship. An extraordinary historical and cultural heritage is testimony of that genius and passion and is appreciated by the whole world.
Continuing to invest in this strength does not mean entrenching oneself in the past, but treasuring a millenial history while looking towards the future.
Just as artisan mastery has the ability to transform materials to make them dense with meaning, design favors their diffusion by inserting excellent craftsmanship into a more ambitious system of connections with the industrial world and research, which produces a fruitful collaboration in which tradition is intertwined with strong innovative tension.
The 72 Italian districts, with their distinct artisan vocations, represent an effective response to the growth of various territorial areas, which, thanks to design, have evolved into a chain of knowledge and integrated processes.
The Italian advantage, in addition to a historical and artistic heritage, is also evident in the “4 A”s (all starting with the Letter A in Italian): Food-Wine (Alimentari-vini), Clothing (Abbigliamento), Furniture (Arredamento), and Mechanical Automation.
The creation of unique and exceptional quality products is centuries old in some cases. From Riviera del Brenta footwear to Neapolitan tailors, and from the weaving of Prato to the ceramics of Nove di Vicenza.
Design has the important task of merging tradition with innovation, combining these to create new products or services. Technology thus becomes a tool for updating elements of the past and adapting them to the continuous evolution of markets and consumer needs.