White paper on creativity - ebla center

Chapter 15Action 4 : Organise international exhibitions and events on Italian designand exportsItalian design must be promoted abroad not only in terms of marketing andimages of companies, but also through the new communications channels, suchas international exhibitions and events showcasing with greater communicationalpower the thinking and cultural meanings underlying Italian design.One starting point could be to recognise the cultural mission of Italian productsas carrying specific values which have always characterised their exceptionalnature and which can be summed up in eight points: landscape; motivatedworkforce; flair for invention and entrepreneurship; production districts; makingthe most of diversity; ethical and aesthetic excellence of products; the world ofthe family; and a focus on the person as a “workshop” for human development.These eight points of value are the intangible heritage underlying the excellenceof Italian exports, which are greatly acclaimed worldwide.To implement projects for international exhibitions and events, an initial modelcould be the Italia in Persona project, suggested by Michelangelo Pistoletto.According to this project:• Italian production is almost completely made up of goods for the person.The person, therefore, is both reference point and privileged recipient• there is a need to raise awareness about the cultural mission of Italianproducts – both as regards the producers and citizens-consumers – requiredfor the competitive development of the Italian system• relations between products, producer and consumer must be redefined.This means each product will reappropriate its history, craftsmanship andsymbolic and affective values.ObjectiveShowcase young Italian designers internationallyCompetition in the design sector, whether the design of products, services orcommunications has assumed global proportions. The design sector ischaracterised by a labour market with enormous creative potential on the supplyside. But only a few superstars emerge who, thanks to their talent and acquiredfame, involve fewer risks and guarantee growing profits for clients. There arethus considerable obstacles for young talents entering the market due todifficulties of an economic and relational nature, especially at the stage oftranslating ideas and projects into models and prototypes.Giving more room to young designers is important not only for the specificsector but for the whole Italian economy. Promoting designers and their projectspromotes the system of symbolic and cultural values expressed by theenvironment in which designers live and of which they are an expression.WHITE PAPER ON CREATIVITY 351