Craftsmanship & Design

Craftsmanship, always a significant part of global culture and economy, has been recognized as an Intangible Cultural Heritage by UNESCO, seeing as it represents the history and identity of a territory. Initially expected to diminish due to globalization, the market for craftsmanship is currently experiencing notable growth driven by changing consumer lifestyles and preferences. Its global market, valued at $1,007.07 billion in 2023, is projected to reach $2,149.93 billion by 2032.

The collateral development of the tools market for arts and crafts is an indication of the growing passion for craftsmanship, which is expected to reach $4,803.09 million by 2031. In Italy, the most fascinating aspect of the market is the enormous variety of products, tied to the 130 districts across the territory representing 92.2% of business concentrations in a given area.

Today, Made in Italy is no longer solely tied to the so-called "4 A" (translated from Italian as Furniture, Automation, Agri-food, and Clothing), but also to other sectors.

Following the pandemic, the "handmade effect" has spread since people are willing to pay more for handcrafted and personalized items. This phenomenon is termed "glocalization," an approach that maintains local specificities while opening up to the global market.

Strategies such as the 90/10 method have been planned to reduce customization costs: 90% of production is carried out on an industrial scale, while 10% is left to artisanal excellence for that touch of uniqueness.

There is an escalation in e-commerce for artisanal products since over half of consumers purchase handmade items online and 79% appreciate the purchasing experience. Consumer preferences are also pushing craftsmanship to address sustainability and technological advancements.

The trinity of craftsmanship, technology, and AI, in addition to optimizing production, allows for a creation of complex products with innovative materials without compromising quality and creativity. The relationship between craftsmanship and AI was discussed at the BoF VOICES conference in December 2023. The craftsmanship of the future will be global and sustainable, with artistry and mastery increasingly intersecting with technology. 

As the world embraces globalization, the sense of uniqueness becomes more important. In all of this, the creativity of design guides artisanal skills toward the future in a magical interweaving with a specific social, cultural, and entrepreneurial context, resulting in exclusive products synonymous with beauty, functionality, and excellence.

Craftsmanship has only one path to follow: the synthesis of tradition and innovation to evoke emotion.