The challenge

How to accompany the ancient crafts of Carnival to new markets, without distorting its soul? “Digital Artisans of Carnival” was created with the aim of transforming the know-how of the master carnival craftsmen into a lever to offer innovative services to businesses, experimenting with new avenues of sustainability, branding and promotion.

The network

The project involved a network of excellence of artisans from the Viareggio Carnival: Roberto Vannucci, Iacopo Allegrucci, Fabrizio Galli, Edoardo Ceragioli, Luca Bertozzi and Carlo Lombardi. United by a shared vision, they have created a laboratory of artistic and entrepreneurial experimentation.

Difficulties overcome

The health emergency has forced a review of relationship and production models, pushing the project toward a digital acceleration: virtual workshops, 3D prototyping, simulations and shared planning have taken the place of classic in-person activities.

The results of cooperation

The project also led to the birth of the portal www.carnivalatelier.it, a showcase and operational hub of the initiative. New formats of creative offerings were developed: from the creation of “giant” art installations for events and brands to the definition of a replicable business model based on “ephemeral and quality gigantism.”

What we learned

We understood that craftsmanship, when accompanied by strategic vision and digital tools, can become a powerful engine of innovation. And that cooperation between creative talent and management-as in my role as temporary manager-is the key to transforming tradition into a sustainable and competitive future.