White paper on creativity - ebla center

Chapter 3concentrate in larger and denser urbanzones, i.e. in provincial capitals ratherthan in the rest of the province.3) The situation, on the other hand,is more complex and multifaceted forthose creative industries in which, onthe contrary, the production phaseinvolves major traditionalmanufacturing industries, such asfashion or material culture. In thesesectors the geographical localisationappears to be more widely distributed,less dense and less closely linked tolarge urban centres. But this is onlytrue in aggregate form. If we look atthe geographical distribution of thevarious stages, we note that theconceptual stage of ideation anddesign is distributed throughout thecountry in a much more uneven waythan production activities (in thewhole of Italy, only around 20provinces have significant conceptionand design activities linked to fashion)and they tend to be more concentratedin the bigger cities than the otherstages.The message is that the conceptionand design stage is much more highlyconcentrated than the productionstages in the provincial capital (onaverage around 40% of peopleinvolved in design are concentrated inthe provincial capital as opposed to18% of those in the production stage).We must stress that this “urbanconcentration” is, however, less thanthat recorded for the moredematerialised sectors mentioned atpoints 1 and 2. This demonstrates thatthe relationship between design andproduction in sectors with a strongmanufacturing component is howevera powerful bond, often presupposingthe physical proximity of design toproduction and not only to themarkets of human resources and endproducts.4) Marketing activities for all thecreative industries, from fashion todesign, advertising and film show acertain concentration in urbancontexts, which obviously offer muchgreater physical proximity to the endmarkets.WHITE PAPER ON CREATIVITY 79