by Marco Gemelli
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THE CRAFT IS FLORENS In the Salone dei Cinquecento of Palazzo Vecchio, Florence, a meeting consecrated to the contemporaneity of our values. With a message for the future
The métiers d’art as protagonists of our future thanks to the farsightedness of foundations committed to the conservation of ancient know-hows in a contemporary context. This message to the new generations characterised the session of “Florens 2012” works, in the Salone dei Cinquecento of Palazzo Vecchio, Florence. Here Swan Group and Fondazione Cologni dei Mestieri d’Arte invited important, internationally renowned speakers to draw light on the inestimable heritage hidden inside workshops, a treasure created by an intelligence which is in the hands, in the heart, in the head of man. An inheritance we run the risk of losing constantly, every day, under the attacks of a globalising mentality that favours homologation and the standardisation of taste. The works, moderated by Gianluca Tenti, Swan Group co-director, defined an ambitious target at an international level, confirming that craft and design are strong elements in the conquest of new markets, obviously when referred to high quality products. To tell the truth, what is “perceived” is not crystal-clear as it would deserve. Commonplaces have contributed in time to
strengthen an old, rather than ancient, perception of “knowhow”: a dusty image, a grey photograph of old people closed in their workshops, bent on their working tables to carve wood, blow glass or forge metals. Nothing could be more worng. The wiser among us have long understood the truth, offering the master craftsmen institutional and legal protection (above all abroad), as well as economic support. Italy is deeply indebted to Franco Cologni, Chairman of the homonymous Foundation, who believes the solution should begin from the semantics: “Artistic handicraft is associated to the idea of luxury, in which perception is of capital importance. It is, however, a cultural heritage, a value handed down in time.” Mauro Fancelli – President of Cna Firenze (association of 11,000 artisans enterprises) and vice-president of Florens – agrees with him: “The ability to match creativity and craft to convey emotions is a language through which man can exchange culture.” Stefano Micelli, Professor of Economics and Business Management at Università Ca’ Foscari in Venice, admits that “today the word artisan runs the risk of sounding
CONVEYING TRADITION Above, from the left, Stefano Micelli’s and Franco Cologni’s addresses; Juan-Carlos Torres (Vacheron Constantin CEO) is presented the “Marzocco” by Giovanni Gentile with Mauro Fancelli of Florens; right Enrico Finzi. On the left page, the Salone dei Cinquecento.
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