The first ARTIGIANI 4.0 workshop was at the ADI Design Museum.
The Museum was created around the entire repertoire of projects belonging to the historical Collection of the Compasso d'Oro, an award born in 1954 from an idea of Gio Ponti to enhance the quality of Made in Italy design.
The museum is now managed by the Fondazione ADI Collezione Compasso d'Oro, established in 2001 by ADI - Associazione per il Disegno Industriale to preserve and enhance what has been built up over the decades of the award's activities.
We decided to start this acceleration journey right at ADI, among the most iconic objects of Made in Italy, looking for ideas and inspiration.
ARTIGIANI 4.0 is in fact an acceleration path promoted by the Lombardy Region to promote the growth of Lombardy's high craftsmanship, and we were with the eleven companies participating in this project: BertO, Bonacina 1889, CBS Serramenti Società Benefit, Cinelli Bicycles, Fabscarte, Fumagalli 1891, Laboratorio Paravicini, Adea by Laboratorio Lopane, Maiorino Shoes, Merli Marmi, and Noah Guitars.
Storytelling and innovation: the central theme of the workshop
The central theme of the workshop was to discover how in some of the objects preserved at the ADI Design Museum, effective storytelling can enhance the functionality and innovation of products.
Accompanying us are Stefano Micelli and Francesco Zurlo, curators of the DesignUP exhibition - solutions of continuity a new thematic exploration of the permanent collection of the Compasso d'Oro award that selected a series of projects to focus on the relationship between industry and craftsmanship from the 1980s to the present.
The focus of the visit was on product storytelling: from Asolo shoes, able to combine tradition and new materials, to the Dainese T-suit, where sportswear is transformed into a safety device, to the Huayra Pagàni, a carbon supercar designed and developed by Horatio Pagani, there are many successful products that have imposed themselves on the market thanks to an effective narrative that has proposed their value and conditioned their success.
The evolution of Italian industry and the role of design
Italian industry has been shaped by a strong bias toward design, which has not only shaped products but has been a key lever in the country's evolution. In the beginning, Italy aspired to become an industrial power on par with other nations, focusing on flexibility and product customization. This manifested itself in two distinct historical moments: the first phase was that of massive industrialization, while the second was characterized by the emergence of industrial districts, which were fundamental to local economic growth.
However, since the 1980s, Italy has experienced a crisis in its production system, struggling to compete with international giants. In this context, craftsmanship has assumed a central role. Modern craftsmanship, or "craft 4.0," has become the engine of the economy, managing to integrate innovation and tradition, creating niche products capable of standing out in the global market.
The power of storytelling in design
One of the central themes that emerged during the visit to the ADI Museum was the importance of storytelling in design. Every product awarded the Compasso d'Oro is not just an object, but the fruit of a powerful and compelling story.
Storytelling makes it possible to create an emotional connection with the consumer, and without it, the product remains without a distinctive identity. Design must "go beyond" the mere object, creating a bridge between innovation, function and story. This is the only way to build a solid and recognizable brand.
An example of this approach is Olivetti's Lettera 22, which is not just a typewriter, but a symbol of a new way of understanding work. Design here has the task of humanizing mass production, combining functionality and beauty in an innovative way. Since the 1970s, demand has become more sophisticated and diversified, leading to an increasingly "Italian" industrial model that combines originality, analog intelligence, and flexibility. An iconic example of this evolution is Cassina's Maralunga armchair, which represents a perfect synthesis of form and function, responding to a demand that wants products that are not only functional but also aesthetically unique.
The visit also offered insight into how innovation and craftsmanship can go hand in hand.
The challenge today is not only to produce beautiful and functional objects, but to include them in a narrative that can speak to the consumer, creating a bond that goes beyond the simple use of the product. Innovation, craftsmanship and narrative become the three pillars on which the success of Italian products is built, making them unique on the global stage.
It was important for us at Upskill 4.0 to review with the entrepreneurs involved so many stories of Made in Italy because they inspire and promote the desire to grow!