Traditional cultural identity and design strategy innovation in Italian new generation design

The rediscovery of craftsmanship by design schools around the world has in fact expanded the fields of the profession promoting the concept of a designer that can operate without distinction in the industrial sector or in that of the craftsmanship. The large differences in goals and process between the two productive spheres imply however a different approach: industry sets simplification as a priority while craftsmanship finds in the complexity of making its magnification. But where industrial design has established consolidated methodologies, “design for craft” is still developing methods and strategies. The text analyzes some processes and design languages that are the basis of a renewed design dialogue with the artisan sphere.