In the design sector there are a large number of companies in Italy compared to other European countries. The sector is very complex and interacts with many other sectors of the economy, including automotive, communication, architecture and urban planning, as well as food.
Since 2017, the Ministry of Culture has in its organization chart a Directorate General for Contemporary Creativity that brings together policies in a vast field of action: from cultural and creative businesses to contemporary art, photography, fashion, and urban suburbs. The policies implemented by the DG in various fields are different and there are many regulations that have an impact on the sector. From the promotion of young artists, to training, residencies in Italy and abroad, to the development of international relations.
Many of the policies for the creativity sector come from regional and municipal administrations which allocate resources and support programmes dedicated to contemporary creativity. From the Salone del Mobile in Milan, one of the most important events in Europe in the design sector, to the Milan and Florence Fashion Week, to the Venice Architecture Biennale, to the support for creative start-ups and to the mentoring provided by universities and specialized training institutes (IED, NABA just to mention the two most important) there are many public and private initiatives that promote creative services and design.
Also in this area, the pandemic has given a push towards the use of new digital technologies. In the same way, the key words of the climate emergency and the need to reorganize our cities and our lifestyles involved architects and designers in projects that push the use of secondary or regenerated raw materials. A strong stimulus for the architecture sector was given by the incentive legislation of the building bonus (in Italy known as the 110% bonus) and other similar bonuses which are having a significant impact on the energy efficiency of homes and a renovation of the interiors by expanding and creating a new market for exterior and interior architects. The debate on territorial governance is being stimulated from many quarters not only in terms of economic and social policy but also in areas relating to urban space and the organization of cities.
The key word that emerges strongly in the field of communication is “digital”. The largest Italian companies have turned to artists and communicators by requesting innovative communication projects, mainly online and on social networks. An interesting case of study is the fashion industry that, during the lockdown, used digital tools to recreate the environment of the fashion shows. Finally, one of the most important events is the Italian Pavilion at the Venice Biennale which organizes a vast exhibition of Italian creativity.