Design, Handicraft and Made in Italy for Sustainability and Innovation: The Tuscany Case Study

Made-in-Italy companies, capable of producing products of the highest quality and of imposing themselves on markets at the international level, have always strived to transfer into design innovation a non-reproducible cultural and productive heritage. A distinctive feature of a production system based on “know-how” is the strong connection between different companies within the same territory and the presence of excellent workmanship and established production traditions, impossible to recon- stitute in contexts other than the original one. Like many Italian regions, Tuscany is characterized by craft excellencies that have contributed significantly to the cultural and economic growth of the region. Many of these, however, fail, due to economic size and cultural background, to keep up to date with the ever-changing demands of a market that wants new products, access to new technologies and attention to sustainability and the life cycle of each product. On this basis, we outline the key role of design as a tool and driver for innova- tion, capable of guiding the company’s strategic choices, including in relation to the sustainability of products and processes. This paper presents the research project “Art, Design and Enterprise for New Young Talents” aimed at proposing and developing new training and production patterns and processes through the placement of young talents, designers and artists, within companies in the Tuscan territory. In fact, putting young creatives in contact with companies can help companies in the path of research and innovation and allows young artists to translate the theoretical framework acquired into a finalized design.