In recent years, Materahub has been exploring a matter at the very heart of Europe’s cultural and economic landscape: what is the true role of craft within the Cultural and Creative Sector? Is it an industry, a form of heritage—or both?
There’s no single answer, and perhaps that’s the point. Across Europe, craft occupies a space defined by its dual identity, shifting between artistic expression, cultural preservation, and economic opportunity. Italy offers a telling example. The newly formed Ministry of Made in Italy, constituted in between the Ministry of Culture and the Ministry of Enterprises, recognizes craft not just as tradition, but as a vital force driving innovation, identity, and growth. Here, craftsmanship is no longer seen as peripheral, but as a central player in shaping a creative future rooted in history.
The “Day of Made in Italy” and Materahub’s Participation
On April 15th, as part of the national “Day of Made in Italy”, which celebrates Leonardo da Vinci’s legacy and Italian excellence, Materahub participated in a landmark event organized by the Directorate-General for Contemporary Creativity of the Italian Ministry of Culture.
Hosted at the historic San Michele a Ripa Grande complex in Rome, the study day—Made in Italy e arti applicate—highlighted the lasting influence of applied arts on Italy’s cultural and creative identity. Materahub contributed to the conversation by presenting one of its most forward-thinking projects, joining a diverse group of experts from education, entrepreneurship, and cultural policy to reflect on the future of craft and creativity in Europe.
This historical backdrop provided a fitting context for discussions on how contemporary craftsmanship continues to evolve, adapting to new societal challenges while preserving its cultural roots and community-oriented spirit.
The “Made in Italy” Framework Law
A key highlight of the day was the institutional session led by Undersecretary Lucia Borgonzoni, who presented the new “Made in Italy” Framework Law. This landmark legislation formally recognizes Cultural and Creative Industries as an economic sector, granting them long-awaited legitimacy. It also introduces dedicated measures to protect traditional crafts, safeguard historic trademarks, and certify Italian-made products, aiming to build a more sustainable and inclusive future for the creative and cultural ecosystem.
European Projects Redefining Contemporary Craft Practices
The second part of the day, organized by the Italian Creative Europe Desk, featured Materahub and Ca’ Foscari University as key contributors, presenting two European projects aimed at redefining and empowering contemporary craft practices.
HEPHAESTUS Project
Professor Fabrizio Panozzo of Ca’ Foscari University of Venice presented HEPHAESTUS. Heritage in EuroPe: new techHologies in crAft for prEserving and innovaTing fUtureS, a Horizon-funded initiative that explores how the concept of “craft” is defined across Europe and what its future will be like with the advent of new technologies. While countries like Italy formally classify craftsmanship under institutional frameworks such as Chambers of Commerce and Agriculture, in other regions it is often considered a hobbyist activity. This disparity prompts a deeper reflection on how craft practices are positioned within the broader definition of Cultural and Creative Industries (CCIs).
Craftwork4.0All Platform
The spotlight then shifted to Materahub, where our Director, Paolo Montemurro, took the stage to unveil an exciting new initiative: Craftwork4.0All. This groundbreaking project is the first European platform fully dedicated to professionals and organizations working in historical and artistic craftsmanship.
Secured through funding from the European Creative Europe programme’s European Platforms for the Promotion of Emerging Artists call, Materahub will spearhead the platform’s development, aiming to boost the competitiveness and economic potential of the cultural and creative sector.
Increasing Visibility and Opportunities for Emerging Artisans
With a focus on increasing visibility, mobility, and international opportunities for emerging artisans across a variety of craft sectors, the platform will offer artistic residencies, networking events, participation in prestigious gatherings like the Craft Movement and Craft Roadshow, and exclusive showcases designed to foster professional growth. It’s a bold step forward in connecting artisans with the global stage.
Craftwork4.0All as a Dynamic Space for Convergence
Looking ahead, Craftwork4All aims to evolve into much more than just a promotional platform, it seeks to become a dynamic space for convergence. In a Europe where the meaning and role of “craft” differ widely, we aim to merge these diverse perspectives, blending the entrepreneurial, social, and artistic facets of contemporary craftsmanship, empowering artisans not only as custodians of cultural heritage but also as active agents driving both cultural and economic transformation.
