Cultural Project

FROM THE GRAND TOUR TO THE GLOBAL TOUR
During ‘Cultural and Environmental Heritage Week’, Florens 2012 (November 3 to 11) will be focusing on the theme: ‘From the Grand Tour to the Global Tour’, brainchild of the Board of Cultural Directors, which brings together renowned professors from the Universities of Florence, Turin and ‘La Sapienza’ in Rome,  who are coordinating the event’s research activities.

CULTURAL PRODUCTION
Cultural production is the fil rouge for Florens 2012, in addition to themes like identity, cultural heritage and competition. The Forum’s case-studies and lectio magistralis will provide ample opportunity to delve into research regarding these themes, showcasing a unified vision for cultural heritage that includes everything from landscape and historical archives to food and wine, craftsmanship, archeology, fashion, agriculture and design. Historical, social and artistic aspects will be connected, interpreted and revealed under the auspices of culture, while being indissolubly and bi-univocally linked to the economic/productive sector.

IDENTITY AS AN ADDED VALUE
Florens 2012 will be launching a global message that aims at spreading ‘local’ concept and identity, which constitutes a fundamental difference that ultimately enhances the economy. With its cultural products (art, literature, fashion, food and wine, design, archeology and landscape), Italy promotes and markets a piece of its own culture and identity, which provides all of its products with added value. The Forum’s research will demonstrate that carving a space for Italy on the international market is not a question of lowering costs. Instead, it must be achieved by valorizing the identity of ‘Handmade in Italy’ products.

LANDSCAPE AND INFRASTRUCTURES
The Forum will focus on the theme ‘Local for global’, that is, short-range and short supply chain—both of which spotlight principles that must become more wide-spread. The emergence of new models translates into initiatives that involve our cultural heritage from A to Z. This is a situation where food production means upholding and safeguarding one’s culture and landscape identity; oftentimes, with added costs that do not exceed 10%. This type of production safeguards the landscape and utilizes dynamic, mobile infrastructures thanks to an approach aimed at sustainable development of the environment which allows tutelage of the territory to coexist with economic progress. Meanwhile, it proves useful for curbing the climate change and preventing hydro-geological instability. Within the sector, Italy represents an essential international model, especially considering new, upcoming EU agricultural policies designed to re-evaluate said practices. An international road show, organized throughout Europe, the United States and South America, proves  representative of this theme.

INDUSTRIAL CREATIVITY
The Forum will spotlight twelve national and international case-studies showcasing culture and industrial creativity (art, literature, craftsmanship, fashion, food and wine, design and archeology) as well as landscape. It spotlights their relationship to the territory and its knowledge, with particular reference to traditional artistic values as the source and foundation of our ‘Handmade in Italy’ products. Examples of top-quality Italian specialties abound, placing Italy at the forefront of the international scene. The production of fashion, craftsmanship, literature and food and wine translates into the creation of a premier, high-technology culture. Today, valorizing the food and wine sector means trusting in advanced technology, in addition to adopting the short-supply chain system. At this point, it proves necessary to link food and wine with the idea of technological workshops. In fact, new business models are being developed with regards to the issue of technology applied to cuisine.

CULTURE AND A GOLDEN ECONOMY
The final objective of our ‘International Forum’ and Florens 2012’s other initiatives is to provide transformative examples that stimulate and promote an economy based on cultural and environmental resources through the profitable combination of know-how. The aim is to create a Golden Economy linked to sustainable industrial development in the long term, which can also prove useful for facing current-day economic emergencies. Its objective is increase awareness and sensitivity regarding these issues, for the general public and for the administrators of public property, first and foremost. The goal is to reestablish a tight-knit, correct relationship between production and knowledge, thereby fostering culture’s economic return.

LECTURERS AND THE PUBLIC
The ‘International Forum’ is a three-day event which brings together a varied panel of lecturers, including ninety internationally distinguished experts in the world of science, culture, the economy and finance. The event’s public will include opinion leaders and highly acclaimed international personalities operating within the sectors involved, as well as aficionados of cultural and financial themes which have become even more cutting-edge due to the current-day global economic crisis.