Over the centuries in Florence the pursue of knowledge and the search for beauty came along together. In our city a new way of thinking was created in the Middle Ages especially during the Renaissance which still influences our lives.
The works produced by this new mentality have fascinated and continue to fascinate the whole world today.

The so-called “Made in Italy” has deep roots embedded in an ancient past and creates a style and a beauty envied by many. Losing even just one of these artisans is like losing a piece of our history and identity.

With the advancing crisis and the decreasing of the tourism, craftsmanship is the main affected area and the first to pay. The crisis we are facing gives us the strength to go further. We do not want to content ourselves with welcoming absent mind tourist which with the same absent mind way will buy souvenir without noticing between craftsmanship and the many low-quality products invading shelves in town center shops. We urgently need a communication plan capable to spread the artisan excellence of our territory all over the world. Something that is more than just an e-commerce site. Their faces, their stories, their knowledge must be communicated using an impacting way and must be inserted in a brand new wider project for all the city.

This new condition gave birth to the idea of a web portal where the work of the artisans can be promoted keeping their artistry’s knowledge linked to the history of Florence in a broader sense In the months we have learned that is not enough just to be there physically, but we need to communicate ourselves to others and let the whole world know who we are and what we do. The crisis we are facing, however, also gives us the push to go further and not be satisfied with welcoming tourists to the city, who casually visit Florence and just as casually buy souvenirs, without distinguishing between artisan creations and the many serial imitations that invade many shops in the center.

Our craftsmanship-so gifted in the creation of unique artifacts- is unfortunately not equally equipped with effective communication channels.

In recent months we have learned that sometimes it is not enough to be there, to be there we have to communicate with others, let the whole world know who we are and what we do.

Our craftsmanship-so gifted in the creation of unique artifacts- is unfortunately not equally equipped with effective communication channels.

We urgently need a communication plan capable to spread the artisan excellence of our territory all over the world. Something that is more than just an e-commerce site.
Their faces, their stories, their knowledge must be communicated using an impacting way and must be inserted in a brand new wider project for all the city.