White paper on creativity - ebla center

Chapter 152 ArchitectureObjectiveSupport the creative potential of the young generations of architectsIn Italy there is a very large number of young architectural practices: 49% ofarchitects registered with Inarcassa (the obligatory architects insurance andpension fund) are under 40, and as many as 22,416 (22%) are under 36. Theseyoung architects are only just setting up in practice, investing energy, talent andmoney. Measures are required to develop the creative potential of youngarchitects, to remove the obstacles forcing them to fall back on well-triedsolutions, and to ensure they continue on the path of research by encouragingthem to experiment and innovate.Action 39 : Promote the use of design competitions by publicadministrations with an emphasis on actually building the prize-winningworksAfter years of stagnancy, ideas and design competitions are offering many moreopportunities for young architects to work on the market after making a namefor themselves with high-quality competition entries. Unfortunately, however,far too often the winning projects are never built. But constructing the works ofthe prize-winners rewards their investments in research and enables emergingfirms to grow and reinvest in innovation.Action 40Encourage a lively, stimulating cultural milieu to create new opportunitiesfor young architectsWorks of architecture come into being though the initiative of public or privateclients. Promoting quality contemporary architecture, excellent designs andpublic debate on new works influences the culture of potential clients and theirwillingness to accept novelty.These kinds of promotions actions include exhibitions, architecture Biennialsand Expos, design prizes, awards for enlightened clients, conferences andmeetings with young architects open to non-specialists, and teaching activities inschools.Action 41 : Promote an Italian site of modern architecture as a candidatefor the UNESCO World Heritage listSuggesting an Italian site of modern contemporary architecture for the list of theUNESCO World Heritage may be an important action at national andinternational level for raising awareness about the world of Italian architectureamong potential clients.WHITE PAPER ON CREATIVITY 368