White paper on creativity Towards an Italian model of development Edited by Walter Santagata Cover image: Michelangelo Pistoletto “ConTatto” 1962 - 2007 Screen print on polished reflecting stainless steel, 22 x 16 x 23 cm Edition for the Ministry of Heritage and Cultural Activity Photograph: J.E.S. English Translation by David Kerr Editing by Federica Cau Italian original version: Walter Santagata (Editor) “Libro Bianco sulla Creatività. Per un modello italiano di sviluppo”. Università Bocconi Editore, Milano. 2009 Licensed under the Creative Commons Attribution – NonCommercial – ShareAlike 2.5 license. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/2.5/ or send a letter to “Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA.” Index Acknowledgements ....................................................................9 Foreword................................................................................... 10 Part I ......................................................................................... 12 1 Culture, Creativity and Industry: an Italian model .................. 14 Walter Santagata, Enrico Bertacchini, Paola Borrione 1.1 Introduction...........................................................................................................................14 1.2 Creativity and social quality: building an Italian model...................................................15 1.3 Styles and models of cultural production and creativity.................................................21 1.4 The Macrosector of the Cultural Industries and Creativity in Italy ..............................29 1.5 Conclusions............................................................................................................................39 2 The Italian model of creativity and international positioning. 41 Enrico Bertacchini, Aldo Buzio, Sergio Foà, Walter Santagata, Emanuela Scridel 2.1. Italy’s position in Europe and in the world .....................................................................41 2.2 Creativity and the European Union : European policies for creativity and the production of culture..................................................................................................................42 2.3 Comparative analysis of approaches to creativity and the production of culture.......50 2.4 Conclusions...........................................................................................................................56 3 Creative Cities and Territory ....................................................58 Guido Martinotti, Irene Tinagli, with the collaboration of Pier Luigi Sacco 3.1 Changes to 20th-century urban systems............................................................................58 3.2 The “geography of creativity” and the role of cities........................................................72 3.3 Cities as places of attraction, consumption and sociality................................................76 3.4 Cities as places of production and dissemination ............................................................78 3.5 Beyond production and consumption: how to cultivate “creative milieus”................80 3.6 Risks and dilemmas for creative cities ...............................................................................81 3.7 Concluding remarks : Italian cities as a model of creativity ...........................................83 Index Part II........................................................................................85 4 Design and material culture: an Italian blend .........................94 Tiziana Cuccia, Pier-Jean Benghozi, with the collaboration of Andrea Granelli 4.1 Towards a definition of design ...........................................................................................94 4.2 The roots of Italian design...................................................................................................97 4.3 Design in the metropolitan cultural districts ....................................................................98 4.4 Design in the industrial districts .........................................................................................99 4.5 Collaboration between designers and businesses...........................................................101 4.6 An emblematic case: Milan and the designer actors in the furniture sector..............104 4.7 Italian industrial design in figures.....................................................................................107 4.8 Training designers and safeguarding the profession .....................................................110 4.9 Conclusions..........................................................................................................................112 5 Fashion True excellence and great international visibility.....114 Walter Santagata, Paola Borrione, with the collaboration of Christian Barrère 5.1 Fashion as a system of systems.........................................................................................114 5.2 Fashion and the production system.................................................................................115 5.3 Fashion and the world of creativity..................................................................................116 5.4 The quantitative picture: structures and trends..............................................................117 5.5 The fashion design sector, from conception to distribution........................................121 5.6 The fast-changing fashion market....................................................................................125 5.7 The fashion houses and generational change .................................................................126 5.8 The luxury industry.............................................................................................................127 5.9 Intellectual property and counterfeiting..........................................................................128 5.10 Fashion, museums and exhibitions................................................................................128 5.11 Fashion and professional training ..................................................................................130 5.12 Conclusions........................................................................................................................130 6 The Taste Industry ................................................................. 132 Annalisa Cicerchia, Caterina Federico, with the collaboration of Priscilla Altili and Christian Barrère 6.1 Taste, food and cuisine : Italian excellence in gastronomy .........................................132 6.2 The geography of taste.......................................................................................................135 6.3 The taste production chain................................................................................................138 6.4 Counterfeit food: adulteration and violations of certification regulations.................150 6.5 Conclusions..........................................................................................................................152 WHITE PAPER ON CREATIVITY 4 Index Part III .................................................................................... 153 7 Film......................................................................................... 159 Severino Salvemini, with the collaboration of Francesco Casetti, Armando Fumagalli, and Andrea Rocco 7.1 Italian cinema: a promising resurgence............................................................................159 7.2 A change in business model ..............................................................................................161 7.3 Clearer audience expectations...........................................................................................162 7.4 The film market...................................................................................................................164 7.5 Television fiction productions and spin-offs for location areas..................................183 7.6 Italian Film Commissions..................................................................................................185 7.7 Conclusions..........................................................................................................................187 8 Television, Radio and Publishing .......................................... 192 Peppino Ortoleva 8.1 General Remarks.................................................................................................................192 8.1 Company size.......................................................................................................................193 8.2. Characters of enterprises. .................................................................................................194 8.3. Market size ..........................................................................................................................195 8.4. The geography of production ..........................................................................................198 8.5 The individual sectors.........................................................................................................199 8.6 Conclusions..........................................................................................................................206 9 Software, Computer