Designer = Enterprise. A new policy for the growth of the next Italian design.

Italy is nowadays going through a delicate economic situation due both to globalization dynamics and the recent economic crisis. Even if many studies1 show our productive-creative system as being in decline, a deeper analysis reveals how a silent transition is actually taking place. Currently, different models for the relationship design - production co-exist in the made in Italy system2. Besides the traditional relationship project-enterprise-distribution, new approaches are emerging thus modifying the basic logics. It is a complex reality made up of a multitude of subjects linked to the world of self-production and open design, characterized by autonomous activities finalized to produce and distribute their micro productions relying on the artisanal know-how of SMEs or on advanced manufacturing systems. The whole of such experiences seems to define a new category of subjects, the Designer=Enterprise, who actually makes up for the creative lacks of existing SMEs and conceives - both personally or collectively - new ideas for product-services, new scenarios and distribution models.