Country Profiles: Germany - Institute for Cultural Diplomacy

7.0 Application of Cultural Diplomacy in the Private Sector
The following part of the report will consider programmes and organisations of the private
sector, meaning organisations or programmes initiated or currently directed by private
enterprises and businesses.
7.1: Atelier Culture
Agent of Cultural Diplomacy: Atelier Culture in cooperation with Wiesbadener Salon
Agenda: Providing jobs for women with a history of migration who can profit from the
intercultural environment, personally and financially
Vehicle of Cultural Diplomacy: Inside: the work of the women with different migration
histories; Outside: the work of the Atelier
Target Audience: Inside: Women with a history of migration; Outside: Everyone who is
interested in the work of the Atelier
‘As much individuality as possible, as much cooperation as necessary’, this is the principle of a
group of entrepreneurs in Wiesbaden of which Atelier Culture is the leading component. It
started as a project Wiesbaden funded by the city of Wiesbaden, the state of Hessen and the
European Union, in May 2009 which aimed principally to support women with a history of
immigration. For several reasons, such as a lack of education or German language skills, their
age or the non-recognition of their educational achievements, it is difficult for these women
to find an adequate job.
The sewing-cafe was supposed to be a place where these women could meet in an
intercultural environment, exchange their ideas and help each other with their work.
Eventually they had to present this work to a panel. It soon became clear that the project had a
huge potential. At first, sixteen professional and young talented designers from Germany,
Brazil, Marocco, Pakistan, Russia and Syria presented their work through the programme
and convinced the jury and others of their talent. From then on the project did not need
more funding. Today people can go to the atelier and use materials and machines for €7.50
per hour. Furthermore, Atelier Culture offers sewing and stitching classes, organizes
congresses and workshops. Rooms can also be rented to exhibit own creations, sewing
machine entrepreneurs can be consulted. There is also a counselling service for those who
want to get their own enterprise running.
Anke Trischler, the head of the initiative worked for several large companies, in leading
positions and it was she who pioneered the project. 100 In 2010 Atelier Culture was named one
of the “Selected Places” (Ausgewählte Orte) of the German initiative Germany – the Country
of Ideas‚ (Deutschland- Land der Ideen). 101 For the prize giving ceremony Atelier Culture had
an ambitious plan. It tried to create a ‛cultural carpet‚ composed of 365 single carpets for
every place honoured by the initiative. In the end the atelier ‘only‛ finished 200 and the
best of them were shown at the IHK building where the ceremony was held.
The different nationalities working at Atelier Culture and the cultural diversity represented by
clothes makes the project a good example of integration and cultural diplomacy in German
society.