SERIE UNICA
Basic information
Project Title
SERIE UNICA
Full project title
SERIE UNICA | Craft Design Made in Veneto
Category
Regaining a sense of belonging
Project Description
SERIE UNICA | Craft Design Made in Veneto is a collection of territorial merchandising objects dedicated to the 9 Veneto UNESCO heritage sites, designed and made by 9 Veneto artisans.
In SERIE UNICA the object becomes pure narration and instrument of knowledge, going beyond the meaning of design object to become a representation of a territory.
Territorial excellence meets craftsmanship to tell its story through the codes of design.
In SERIE UNICA the object becomes pure narration and instrument of knowledge, going beyond the meaning of design object to become a representation of a territory.
Territorial excellence meets craftsmanship to tell its story through the codes of design.
Geographical Scope
Regional
Project Region
Veneto (Italia), Italy
Urban or rural issues
It addresses urban-rural linkages
Physical or other transformations
It refers to other types of transformations (soft investment)
EU Programme or fund
Yes
Which funds
ESF : European Social Fund
Description of the project
Summary
The events of recent years have changed scenarios in all sectors. It has shifted lives and the approach to others by forcing the pace and scope of innovation: business, especially the craft sector, is called upon to recalibrate if it wants to grow, adapting to new market demands. A change of course from traditional business models is required (they are no longer attractive).
SERIE UNICA | Craft Design Made in Veneto is a project that involved 9 artisan enterprises in the Veneto region from 3 different provinces (Vicenza, Venice and Treviso) to create a collection of design objects that would tell the story of the Veneto region through its excellences: on the occasion of the 50th anniversary of the institution of the UNESCO World Heritage recognition, each craftsman was entrusted with a Veneto UNESCO heritage that was codified through study, analysis and design into a design object, be it furniture, a furnishing accessory or a fashion accessory.
In SERIE UNICA the object becomes pure narrative and instrument of knowledge, going beyond the meaning of design object to become a representation of a territory: the forms are enriched by the intertwining of materials and the stories they tell.
The project was born from a one-year FSE training course (from January 2022 to January 2023), financed by the Veneto Region, designed to provide tools for companies to work together, to share, co-create and strengthen each other, and to open up to the world of design. This was followed by a phase of self-production (from January to October 2023) where the craftsmen shared, collaborated and learnt together, bringing into play skills, the company's high level of expertise and cultural heritage with the innovation of design methodology. The result is a collection that combines the profound tradition of Know-How with innovative thinking and a sense of belonging to one's territory.
SERIE UNICA | Craft Design Made in Veneto is a project that involved 9 artisan enterprises in the Veneto region from 3 different provinces (Vicenza, Venice and Treviso) to create a collection of design objects that would tell the story of the Veneto region through its excellences: on the occasion of the 50th anniversary of the institution of the UNESCO World Heritage recognition, each craftsman was entrusted with a Veneto UNESCO heritage that was codified through study, analysis and design into a design object, be it furniture, a furnishing accessory or a fashion accessory.
In SERIE UNICA the object becomes pure narrative and instrument of knowledge, going beyond the meaning of design object to become a representation of a territory: the forms are enriched by the intertwining of materials and the stories they tell.
The project was born from a one-year FSE training course (from January 2022 to January 2023), financed by the Veneto Region, designed to provide tools for companies to work together, to share, co-create and strengthen each other, and to open up to the world of design. This was followed by a phase of self-production (from January to October 2023) where the craftsmen shared, collaborated and learnt together, bringing into play skills, the company's high level of expertise and cultural heritage with the innovation of design methodology. The result is a collection that combines the profound tradition of Know-How with innovative thinking and a sense of belonging to one's territory.
Key objectives for sustainability
The key objectives in terms of sustainability of SERIE UNICA were:
- To promote product innovation for the development of sustainable, eco-friendly and eco-frendly practices, which are able to reduce the impact of production waste and especially of the product at the end of its life cycle, and which, at the same time, become ambassadors of the culture and corporate heritage of those who designed them. All the objects in the collection have been made with this in mind, using production waste, optimising material consumption and taking care to respect the environment in the production process.
- Developing new innovative marketing models of products also through e-commerce and digital events, so as to save costs and energy consumption. A showcase site with these characteristics is being created, and a series of digital events are also being organised to promote the project;
- Supporting a path of collaboration between artisan enterprises in all phases of business development in a perspective of sustainable competitiveness, also through co-creation activities, so as to promote artisan design Made in Veneto, where the know-how of tradition is intertwined with innovation, creating products of excellence. Each object in the collection is the product of this activity of sharing and mixing materials and ideas.
SERIE UNICA can become a model to be applied to new design themes and create new collections with other groups of companies aiming at a sustainable production approach, where respect for people, the environment and the enhancement of craftsmanship are at the centre.
- To promote product innovation for the development of sustainable, eco-friendly and eco-frendly practices, which are able to reduce the impact of production waste and especially of the product at the end of its life cycle, and which, at the same time, become ambassadors of the culture and corporate heritage of those who designed them. All the objects in the collection have been made with this in mind, using production waste, optimising material consumption and taking care to respect the environment in the production process.
- Developing new innovative marketing models of products also through e-commerce and digital events, so as to save costs and energy consumption. A showcase site with these characteristics is being created, and a series of digital events are also being organised to promote the project;
- Supporting a path of collaboration between artisan enterprises in all phases of business development in a perspective of sustainable competitiveness, also through co-creation activities, so as to promote artisan design Made in Veneto, where the know-how of tradition is intertwined with innovation, creating products of excellence. Each object in the collection is the product of this activity of sharing and mixing materials and ideas.
SERIE UNICA can become a model to be applied to new design themes and create new collections with other groups of companies aiming at a sustainable production approach, where respect for people, the environment and the enhancement of craftsmanship are at the centre.
Key objectives for aesthetics and quality
The key objectives in terms of aesthetics and quality of people's experience in SERIE UNICA were:
- to transmit the Value of the creation process of a new product, from its conception to its marketing, where innovation and digitisation of the sales process becomes an 'experience' to be lived. Each activity was a moment of growth and sharing, exchange of skills and knowledge. This is also perceived by those who then look at the objects and listen to the values they contain. Each person lives an experience that inevitably provokes an emotion towards craftsmanship and the territory it represents.
- Valuing the Know-How, the company heritage and the uniqueness of artisan companies, through the innovative language of design. Each company was forced to step out of its comfort zone to tackle new themes and languages. Some companies have tackled new techniques or processes, studied new materials and tackled new themes. They have grown and developed new market sectors.
- Telling the territory through new approaches, enhancing it in its particularities. Each object represents a UNESCO world heritage site: telling about the object means making a territory, a culture or a history of our territory known. It means promoting and enhancing it also for a sustainable and attentive tourism.
SERIE UNICA is a format and therefore can become a tool to be replicated in other contexts, to enhance different cultures and territories.
- to transmit the Value of the creation process of a new product, from its conception to its marketing, where innovation and digitisation of the sales process becomes an 'experience' to be lived. Each activity was a moment of growth and sharing, exchange of skills and knowledge. This is also perceived by those who then look at the objects and listen to the values they contain. Each person lives an experience that inevitably provokes an emotion towards craftsmanship and the territory it represents.
- Valuing the Know-How, the company heritage and the uniqueness of artisan companies, through the innovative language of design. Each company was forced to step out of its comfort zone to tackle new themes and languages. Some companies have tackled new techniques or processes, studied new materials and tackled new themes. They have grown and developed new market sectors.
- Telling the territory through new approaches, enhancing it in its particularities. Each object represents a UNESCO world heritage site: telling about the object means making a territory, a culture or a history of our territory known. It means promoting and enhancing it also for a sustainable and attentive tourism.
SERIE UNICA is a format and therefore can become a tool to be replicated in other contexts, to enhance different cultures and territories.
Key objectives for inclusion
The key objectives in terms of inclusion in the SERIE UNICA are:
- To use technology and its tools to give everyone access to information. Specifically, we used the NFC system in some objects to create additional content that can make the experience more immersive and give extra contributions. Specifically, through NFC located in specific tags, multimedia content was created that narrates (through video and text) some UNESCO sites. In this way, a blind user can imagine what the object represents.
This type of technology will also be applied to other objects in the collection and in the packaging to make the whole collection accessible to all.
- Enhancing the tactile experience of the materials used to make the objects: each object is made by craftsmen's hands. The characteristic of the material is that it can also tell its story through touch: the decoration of ceramics, the mirrored surface of metal, the pleasant sensation of caressing velvet or travertine can help make the object readable to the blind and create tactile narratives.
- To use technology and its tools to give everyone access to information. Specifically, we used the NFC system in some objects to create additional content that can make the experience more immersive and give extra contributions. Specifically, through NFC located in specific tags, multimedia content was created that narrates (through video and text) some UNESCO sites. In this way, a blind user can imagine what the object represents.
This type of technology will also be applied to other objects in the collection and in the packaging to make the whole collection accessible to all.
- Enhancing the tactile experience of the materials used to make the objects: each object is made by craftsmen's hands. The characteristic of the material is that it can also tell its story through touch: the decoration of ceramics, the mirrored surface of metal, the pleasant sensation of caressing velvet or travertine can help make the object readable to the blind and create tactile narratives.
Results in relation to category
SERIE UNICA was officially presented to the public as part of the Venice Design Week 2023, an initiative that fits in with the other cultural events in the lagoon city, chosen as a stage for its international audience. It was a great success for both foreign and Italian visitors, so many were those who wanted to get to know the 9 UNESCO World Heritage Sites by asking for itineraries and further information.
Thanks to this exhibition, the collection was invited to exhibit at ARTE FIERA DOLOMITI, in Longarone (Belluno - Italy) where a jury chaired by Ferruccio Gard (7 appearances at the Venice International Art Biennial) gave the 1st prize to SERIE UNICA for the Design section, recognising the innovative, collaborative and synergic activity of the artisan companies involved.
SERIE UNICA also achieved the following results among the companies involved:
- The companies created groups, collaborating with each other and strengthened their sense of belonging. Respect, synergy and sharing were the key words with which they related to each other.
- They gained new skills in the field of design and planning and, through this, began to open up new markets through the creation of new products. They stepped out of their comfort zone.
- They gained more security and self-confidence, seeing their abilities and uniqueness recognised.
- They were able, thanks to the group, to participate in initiatives otherwise precluded by cost and logistical problems.
SERIE UNICA has also created an outward impact:
- Other craft companies saw the project as a tool to grow and enhance themselves. This is why they have asked to be part of it for future initiatives.
- The stories contained in the objects of the collection arouse curiosity and emotion in the people who approach the project: a shared sense of belonging linked to Beauty, History and Culture is spread.
Thanks to this exhibition, the collection was invited to exhibit at ARTE FIERA DOLOMITI, in Longarone (Belluno - Italy) where a jury chaired by Ferruccio Gard (7 appearances at the Venice International Art Biennial) gave the 1st prize to SERIE UNICA for the Design section, recognising the innovative, collaborative and synergic activity of the artisan companies involved.
SERIE UNICA also achieved the following results among the companies involved:
- The companies created groups, collaborating with each other and strengthened their sense of belonging. Respect, synergy and sharing were the key words with which they related to each other.
- They gained new skills in the field of design and planning and, through this, began to open up new markets through the creation of new products. They stepped out of their comfort zone.
- They gained more security and self-confidence, seeing their abilities and uniqueness recognised.
- They were able, thanks to the group, to participate in initiatives otherwise precluded by cost and logistical problems.
SERIE UNICA has also created an outward impact:
- Other craft companies saw the project as a tool to grow and enhance themselves. This is why they have asked to be part of it for future initiatives.
- The stories contained in the objects of the collection arouse curiosity and emotion in the people who approach the project: a shared sense of belonging linked to Beauty, History and Culture is spread.
How Citizens benefit
SERIE UNICA wants to tell the story of a territory through craftsmanship and design. During the study phase, visits to UNESCO sites were made as well as research and interviews with those who live in these places. Each company involved studied its site through books, webinars and documentaries. This allowed them to enter into the issues of each UNESCO site and understand its dynamics. Each company then shared its research with the rest of the group, gathering further insights and reflections: it was a long work that allowed us to get to know the culture and history of the Veneto region, creating in the group a sense of belonging and sharing for the theme.
Physical or other transformations
It refers to other types of transformations (soft investment)
Innovative character
The first innovative character was to apply methodologies (both training and organisational) on team building, collaboration and co-creation. This allowed the group of craftsmen to feel part of a single project, eliminating hostility and mistrust.
In the training phases, space was given to sharing, exchanging and collecting external feedback as suggestions for growth. In the design phase, the craftsmen worked together, mixing materials for their objects. In the exhibition phase, the craftsmen told visitors about all the projects and not just their own object. This strengthened the bond between them and mutual support, easing possible difficulties and discomforts. It created a sense of belonging to the group, to the project and, consequently, to the territory.
The second innovative character is the use of design in artisan companies to provide new skills and open up new scenarios: in Italy the artisan company, despite being the primary ambassador of Made in Italy, has entrenched a modus operandi too often tied to the past. The events of recent years have changed scenarios in all sectors, in both the private and professional spheres. It has shifted lives and the approach to others by forcing the pace and scope of innovation: the enterprise, especially the artisan one, is called upon to recalibrate itself if it wants to grow, adapting to new market demands. In Italian artisan companies this need is evident and very urgent: never before has a change of course and a rethinking of their business been required. This project wanted to do this through design.
The third innovative character is given by the desire to tell the story of a territory through objects made by artisans and using the language of design: the collection becomes an ambassador of the cultural excellence of the territory and a tool for promotion and enhancement.
In the training phases, space was given to sharing, exchanging and collecting external feedback as suggestions for growth. In the design phase, the craftsmen worked together, mixing materials for their objects. In the exhibition phase, the craftsmen told visitors about all the projects and not just their own object. This strengthened the bond between them and mutual support, easing possible difficulties and discomforts. It created a sense of belonging to the group, to the project and, consequently, to the territory.
The second innovative character is the use of design in artisan companies to provide new skills and open up new scenarios: in Italy the artisan company, despite being the primary ambassador of Made in Italy, has entrenched a modus operandi too often tied to the past. The events of recent years have changed scenarios in all sectors, in both the private and professional spheres. It has shifted lives and the approach to others by forcing the pace and scope of innovation: the enterprise, especially the artisan one, is called upon to recalibrate itself if it wants to grow, adapting to new market demands. In Italian artisan companies this need is evident and very urgent: never before has a change of course and a rethinking of their business been required. This project wanted to do this through design.
The third innovative character is given by the desire to tell the story of a territory through objects made by artisans and using the language of design: the collection becomes an ambassador of the cultural excellence of the territory and a tool for promotion and enhancement.
Disciplines/knowledge reflected
Design has been taken as the main driver for the entire project: through the conception of new objects, the craft company can open the way to new markets, even where the business model is subcontracting. It can also provide new stimuli and specific skills in the conception and realisation of new products and in the sense processes.
Artisan companies are not just places of mere production, but become creative spaces where new forms and materials are experimented with to create products of meaning that contain a high intangible value and that combine profound tradition, know-how and innovative thinking, so as to regenerate and face new challenges, without competing with designers. To be able to create favourable environments for the development of new ideas. Because more aware and competent realities can collaborate more fruitfully with designers and planners.
A second driver was undoubtedly high craftsmanship: each craft company involved has high skills in the processing of its own material, which it made available for the creation of the objects in the collection. Each object is therefore the result of experimentation and collaboration between companies and individual craftsmen. A system in unison that has made it possible to create a collection that tells of excellence, innovation and territory.
The third driver is designing, a method consisting of phases of study, analysis and conception followed by prototyping and realisation: here every choice must be justified and studied. Nothing is given to chance or mere aesthetic taste.
A fourth driven was that linked to narration: the project gave ample space to this area, as only through narration does the object become pure narration and an instrument of knowledge, going beyond the meaning of a design object to become a representation of a territory and thus strengthen the sense of belonging.
Artisan companies are not just places of mere production, but become creative spaces where new forms and materials are experimented with to create products of meaning that contain a high intangible value and that combine profound tradition, know-how and innovative thinking, so as to regenerate and face new challenges, without competing with designers. To be able to create favourable environments for the development of new ideas. Because more aware and competent realities can collaborate more fruitfully with designers and planners.
A second driver was undoubtedly high craftsmanship: each craft company involved has high skills in the processing of its own material, which it made available for the creation of the objects in the collection. Each object is therefore the result of experimentation and collaboration between companies and individual craftsmen. A system in unison that has made it possible to create a collection that tells of excellence, innovation and territory.
The third driver is designing, a method consisting of phases of study, analysis and conception followed by prototyping and realisation: here every choice must be justified and studied. Nothing is given to chance or mere aesthetic taste.
A fourth driven was that linked to narration: the project gave ample space to this area, as only through narration does the object become pure narration and an instrument of knowledge, going beyond the meaning of a design object to become a representation of a territory and thus strengthen the sense of belonging.
Methodology used
In the training phase (January 2022-January 2023), an attempt was made to use a participative methodology with multidisciplinary training activities and Design Thinking methodology aimed at team building and sharing. These included LEGO SERIUS PLAY®. Other methods were used such as corporate theatre and creative writing, followed by public speaking lessons and co-creation workshops.
In the self-production phase (February 2023-October 2023), co-creation methods were continued, with regular meetings to exchange information and achievements. In this way, each participating company was aware of what the other group members were doing. Many objects were made with the inclusion of other materials, which led to the definition of the project through the collaboration of other companies.
In the exhibition phase (Venice Design Week and Arte Fiera Dolomiti, Longarone – Belluno, Italy), each craftsman was invited to tell visitors about all the objects on display. This led to the definition of the group and strengthened the sense of belonging to the project: each person told the story of the objects, enriching the story with completely personal and unique nuances. The telling of the objects became a symphony of narratives where each craftsman made his own important contribution.
In the self-production phase (February 2023-October 2023), co-creation methods were continued, with regular meetings to exchange information and achievements. In this way, each participating company was aware of what the other group members were doing. Many objects were made with the inclusion of other materials, which led to the definition of the project through the collaboration of other companies.
In the exhibition phase (Venice Design Week and Arte Fiera Dolomiti, Longarone – Belluno, Italy), each craftsman was invited to tell visitors about all the objects on display. This led to the definition of the group and strengthened the sense of belonging to the project: each person told the story of the objects, enriching the story with completely personal and unique nuances. The telling of the objects became a symphony of narratives where each craftsman made his own important contribution.
How stakeholders are engaged
From the outset, we sought a connection with the bodies and institutions involved (at various levels) in the Veneto Region's UNESCO heritage sites.
The project originated from an ESF training course supported by the Veneto Region. This course lasted one year (from January 2022 to January 2023). Once finished, the group of companies decided to continue by self-producing the collection of objects.
During the training course, we involved the UNESCO office of the Veneto Region, which held an online lecture on recognition and specifically on the 9 Veneto UNESCO Heritage Sites, explaining their characteristics and motivations. We also involved VENETEX, the Chamber of Commerce office dedicated to internationalisation, which gave a lecture.
We also contacted all the Lead Organisations of the 9 Venetian UNESCO World Heritage Sites and organised study visits to the sites: the sites of Padua (Botanical Garden and the sites of the 14th century frescoes), Verona, Vicenza and Venice were visited. Museums were visited (Verona and Padua Archaeological Museums).
Some of these realities proved helpful by organising guided tours to give us a closer insight into their specific heritage.
This allowed us to deepen our understanding of the themes of each site, going in depth into the Values to be transformed into objects. Their contribution was therefore fundamental.
The project originated from an ESF training course supported by the Veneto Region. This course lasted one year (from January 2022 to January 2023). Once finished, the group of companies decided to continue by self-producing the collection of objects.
During the training course, we involved the UNESCO office of the Veneto Region, which held an online lecture on recognition and specifically on the 9 Veneto UNESCO Heritage Sites, explaining their characteristics and motivations. We also involved VENETEX, the Chamber of Commerce office dedicated to internationalisation, which gave a lecture.
We also contacted all the Lead Organisations of the 9 Venetian UNESCO World Heritage Sites and organised study visits to the sites: the sites of Padua (Botanical Garden and the sites of the 14th century frescoes), Verona, Vicenza and Venice were visited. Museums were visited (Verona and Padua Archaeological Museums).
Some of these realities proved helpful by organising guided tours to give us a closer insight into their specific heritage.
This allowed us to deepen our understanding of the themes of each site, going in depth into the Values to be transformed into objects. Their contribution was therefore fundamental.
Global challenges
SERIE UNICA approaches the theme of teamwork and collaboration through the activity of co-creation. Through design, the artisan company steps out of its comfort zone, experimenting and innovating and opening up to new markets. Teamwork allows craftsmen to participate in events and initiatives that they could not do if they were alone. This strengthens their well-being and esteem.
SERIE UNICA has strengthened their sense of belonging to the project and the territory in which they work, as they are more aware that they are an integral part of the excellence represented by their objects: that of a unique and extraordinary territory.
SERIE UNICA has strengthened their sense of belonging to the project and the territory in which they work, as they are more aware that they are an integral part of the excellence represented by their objects: that of a unique and extraordinary territory.
Learning transferred to other parties
SERIE UNICA is a format that by its very nature can be replicated in both its training and production phases. It can be transferred as a project to other craft companies, just as the companies themselves can work on other topics. It is a ductile project that can become a tool for innovation within production and craft districts at a local, regional, national and European level.
As a format, the collection can become a tool for the promotion and enhancement of a territory and the artisan companies involved.
SERIE UNICA is ductile and can therefore work on other themes and with other companies while maintaining its own organisation and methodology. This is why we are thinking of creating a stable training course that will start from the results of this project to involve other production realities.
As a format, the collection can become a tool for the promotion and enhancement of a territory and the artisan companies involved.
SERIE UNICA is ductile and can therefore work on other themes and with other companies while maintaining its own organisation and methodology. This is why we are thinking of creating a stable training course that will start from the results of this project to involve other production realities.
Keywords
Craft Design
Innovation
synergy/networking
Territory
sense of belonging
