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Creativity workshops organised by Eurobic Toscana SUD

MANAGEMENT OF CREATIVITY for innovation and local development

The overall objective of the CreaMED cooperation project is to increase awareness of creativity and innovation as key competences for personal, social and economic development. The concept of creativity and talent is not only considered as the prerogative of the creative, but as an attitude, an approach that develops innovation in any industry or environment. In the current competition, every innovative process creates value if it is based on three key factors:

• the network more and more wide that, thanks to ICT technologies, can be mobilized to produce and propagate innovation;

• the links that allow the network to function as a well-organized system, despite the dispersion of power and differentiation of roles;

• the creativity of individuals and companies that generate imaginary worlds where the network  and the links  give meaning and economic value, allowing the process to sustain itself over time.


The three workshops - organized within the European CreaMED project in collaboration with “Fondazione Musei Senese” (Museums Foundation of Siena Province) - aim to provide ideas, inspiration and tools for the participating companies to generate ideas, projects and innovative partnerships.

Download here the invitation and the respective report.  




“Participate in cultural heritage. The Eco-museum model as a new resource for creative business”

Fondazione Musei Senesi

19 December 2011

15:00 – 18:00 (3:00-6:00 pm)


The competition is not more between companies or aggregated sets of entities (local systems, supply chains), but between open networks that can rapidly change the structure, geography, people. What is important in the physiology of these fluid structures of relationship, is the quality of the glue that holds together people and businesses. The first workshop provides an effective example of "glue" - the cultural identity of a territory - and a tested model - the Eco-museum - as a method of inclusion and participation of citizens and production structures to the cultural heritage.


-          Donatella Murtas, architect and European master of environmental engineering, is working on eco-museums and local development based on a cultural matrix since 1995, when the first Law on Regional Italian ecomuseums has been introduced. She always put the 'dedicated creativity' as focus of her projects as a necessary precondition for contemporary interpretations of local cultural heritage, necessary for economic growth and social development of local communities. She is co-founder of " Mondi Locali / Local Worlds", a community of practice that brings together Italian and European eco-museums. As part of these activities she works for the production of interaction, facilitating creativity, inspiration for new ideas to the construction of new realities;

-          Silvia Mascheroni is contemporary art historian and researcher with long experience in education of cultural heritage. She provides training and planning, and is the coordinator of the Commission "Education and Mediation" ICOM Italy (International Council of Museums). In recent years she has been particularly dedicated to the mediation of an intercultural heritage.



“Partnerships and creativity: an intercultural approach to the business”

Fondazione Musei Senesi

13 January 2012         

15:00 – 18:00 (3:00-6:00 pm)


Currently, competition in business is based not only on competitiveness but also on the ability of collaboration. Collaboration can be established between different cultures and between different areas. The workshop shows how cultural partnerships and ability to handle the difference in national culture and organization can be effective tools to provide innovative tools for enterprise competitiveness.

There will be shown examples of development that are based on links with local institutions, such as the Museum of Science and Technology in Milan; we will talk about diversity management as a - practical and immediately applicable - support  for the profitability of companies.


-      Raffaella Bossi Fornarina is Managing Director of Passport, a training and consulting structure of Intercultural Management, specialized in managing differences in culture as a leverage for creating competitive advantage (www.passportonline.eu), and Adjunct Professor at the Mip - Politecnico Milan. She has held long positions as Director, Brand Marketing, with responsibilities from Corporation Headquarters expanded to 120 countries in 5 continents.

-      Giovanni Crupi is development director of the “Museo Nazionale della Scienza e della Tecnologia” (National Museum of Science and Technology) in Milan. He is specialized in corporate fundraising for the culture and forms of collaboration between museums, institutions, companies and industry associations, and has experience of international projects among museums. His business development partnerships with major stakeholders is based on a model of co-production and a social marketing approach.



“Communication through art and culture. Natural interfaces as new technological frontiers”

Fondazione Musei Senesi

20 January 2012

15:00 – 18:00 (3:00-6:00 pm)


The new languages of ICT technologies ​​now provide a powerful technological support for initiatives that arise from the bottom and unify along the way, through unusual and sometimes virtual forms of participation and sharing between the parties. In this workshop we discuss about the new languages of art and science to investigate how they can be an opportunity for ICT companies, a stimulus for firms in traditional sectors and a opportunity for new collaborations and new business activities.


-         Paolo Rosa is the co-founder of Studio Azzurro, a group of artists in Milan, that is today considered among the most important and internationally active in the new media. His approach moves from the use of technology as a creative tool for the creation of artworks. He conceives the artist as an active subject involved not only in culture but also in the society at large.

-         Massimo Riva is Professor of Modern Italian Studies and Media at Brown University in Providence, Rhode Island, United States, where he directs the Virtual Humanities Lab. He is one of the pioneers of scientific communication of Literature, History and Art through New Media. His work focuses on the tools of cultural production in society and on the cross-over of academic research and new forms of '"creative economy" (creative industries).


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