White Paper by (Spain) - English
Art Through the Hands. Michelangelo Foundation
The main goal of the Michelangelo
Foundation is to preserve craftsmanship and increase, increase its connection to design. But, above all, the main goal is for everything to be made from the
heart.
Summer School Belle Ile, Marc Baudrillard. Photography: Fundación Michelangelo
How many times have we heard that we enjoy things more when they’re “like they used to be”? We live in a time where designers and architects assume the role of artisans within the creative process of a piece. We could say they’re the other face of design and luxury, the one that believes in recycling, natural materials and the ability to create crafts by hand, with patience and knowledge of the trade. That’s why it’s still necessary to reclaim the power of the “handmade” universe, as well as the value of its unique objects, which lasts over time. And that is why we must mention the Michelangelo Foundation, a non-lucrative organization based in Switzerland and created by Johann Rupert and Franco Cologni in 2016 in order to defend the best European artisans and increase the value and visibility of their craft. And that of its own name, Michelangelo, a visionary artist and master artisan who embodied creativity and craftsmanship at their highest level of excellence. It says a lot about this foundation, of which Alberto Cavalli is in charge, someone who has always kept in mind that “the opposite of craftmanship is not manufacturing nor the digital revolution, it’s ignorance.” The idea of creating this foundation emerged with the goal of recognizing that “craftmanship constitutes a relevant economic asset and a competitive advantage for our economies: nevertheless, the work of master artisans lacks visibility and is not adequately valued,” explains Cavalli. That’s why, throughout these years, they’ve invested in very interesting projects such as the exhibition and guide Homo Faber, summer schools, and programs for young ambassadors which increase the value of master artisans. “It’s about inspiring a new generation of artisans, bringing them closer to more clients, achieving a more sustainable and significative way of producing and purchasing.”
A Master Effort
Some might ask themselves what makes a regular product a craft, what master lines it’s made of and what gives it that essential signature of authenticity. “Prometheus defied Zeus’ anger and gave fire to humanity, allowing men and women to consciously transform the materials that surrounded them: that’s the foundation, the premier event of every artisanal creation, something really close to alchemy. I believe a true artisan must always seek, of course, for new things to learn, new techniques to discover, and new possibilities to explore: but, at the same time, a true artisan must always know when an object is well-done, when it deserves praises and appreciation or, on the contrary, when it’s not good. So, I think artisans are truly critical and objective at what they do, but they’re also proud of what they attain and they’re happy when somebody understands their Promethean effort to create something significant,” maintains Alberto Cavalli.
Why is it More Expensive? Normally, an artisan object is more expensive, which may make people opt for other more affordable options. That’s why we ask ourselves “how do you get consumers to pay more?” For Cavalli, the answer is clear: “Explaining them, in an authentic, inspired, and inspiring way, what it really means to be a part of the creative process, joining forces with the artisans, owning something unique and valuing excellency over standard manufacturing. Only through raising awareness can we really produce a change in the perception of the value of what excellence truly is. Let’s not forget that, as explained at the Michelangelo Foundation, excellency literally means “what’s at the top, at the highest place”. Therefore, excellence is an achievement: it can be the result of a whole life dedicated to improving a gesture, exploring the possibilities of the land, inquiring into the sense of originality, investing in creativity.
Definition of Excellency It is fundamental for the Michelangelo Foundation to create a common language that ensures we really understand each other when we talk about the finest contemporary craftsmanship and excellence. That’s why they’ve published a book titled The Master’s Touch: Essential Elements of Artisanal Excellence written by Alberto Cavalli, with the collaboration of Giuditta Comerci and Giovanna Marchello, in which they meticulously analyze the factors that define artisanal excellency. Besides, they identify the qualities shared by some of the best European master artisans. Based on exhaustive research and analyses of the most relevant terminology, they identify 11 specific criteria that define excellency, and which have to be always present in the profile of a true master, even though, of course, in varying proportions. “We’ve carefully defined these 11 points and we’ve also transformed them into a digital tool, available for free at our website, so we can offer artisans the chance to understand in which factors they should invest if they want to become a real “master”, somebody with a special degree of talent. The first foundation for that was to understand our own notion of craftsmanship and excellence.
An Essential Guide Another of the most important projects developed by the Michelangelo Foundation and which allows us to discover the master artisans of Europe is the Homo Faber Guide, which explores museums, workshops, visits galleries and stores that sell unique objects while you enjoy a different experience, whether it is at a big or a small town. “The Homo Faber Guide is an unprecedented digital guide that allows onlookers, experts, and tourists to find the best and most interesting artisans in Europe, no matter where they might be. It was launched on 17 September and it already comprises more than 900 workshops, ateliers and artisanal manufactures in 30 European countries; it’s regularly updated so there are new names, discoveries, and countries every week,” explains Cavalli, who highlights that the artisans in it have been carefully selected according to their excellency criteria and suggested by the Town Ambassadors (experts that share their best directions with them) or relevant institutions. “Each country helps us find suitable names and references. Every artisan is interviewed by a member of our team, they introduce themselves and describe a selection of images of their work. The platform pretends to be a living space for discovery, we’ve conceived it so it isn’t a window display but a treasure of marvels and true talents,” explains Cavalli. Thanks to the Homo Faber Guide we’ll be able to discover unique artisans from all over Europe, from glassblowers in Venice to Stockholm’s ceramists, from tapestry weavers in Paris to engravers in London, from jewelers in St Petersburg to gilders in Vienna, and even those in the most remote corners of the continent.
Craftmanship in Spain Taking a look at the Spanish names on the Homo Faber Guide is also a worthy endeavor, since it highlights the talent and discipline there is behind these design artisans. By the hand of Tomás Alía, architect, designer, and ambassador of the first guide in Madrid, we can find Felipe Conde’s guitar workshop, that of Elena Goded and her firm Ábbate, which creates handmade textiles using natural fibers, or Javier Medina’s esparto workshop. We cannot forget about Juan Pablo Martínez Muñoz “Tito”, a pottery artist from Úbeda, or about the Catalonian ceramist Roger Coll, or Mercedes Vicente, a Galician sculptor who creates spiral shapes inspired by seashells.
Homo Faber Exhibit The Michelangelo Foundation launched in 2018 its first Homo Faber exhibit, set in Venice, which was the starting point for a new cultural trend, aimed at supporting and praising the excellency of master artisans from all over the world. After the halt caused by the pandemic, Homo Faber will come back in 2022 with a second edition from 10 April to 1 May in Venice’s Giorgio Cini Foundation premises. “It wasn’t only about COVID, but also because it was necessary to reconsider its mission, goals, and ambitions,” maintains Cavalli, who explains that Homo Faber will introduce, through the vision of a team of
commissioners and worldwide renowned partners, an inspiring point of view about the relevance of the craftwork concept for our contemporary society. “We’ll be witnesses through 16 displays, each of them dedicated to different aspects of craftsmanship and carefully organized, of a variety of ways of seeing, interpreting, and appreciating contemporary craftsmanship, contributing to this international cultural movement that we hope will help us safeguard our appreciated master artisans and their unique talent.” This edition of Homo Faber will celebrate the cultural dialogue between Europe and Japan by inviting the best Japanese artisans and designers to Venice. We can’t forget that this is a country with exquisite artisanal traditions which is constantly pushing itself to safeguard this important cultural heritage.
Betting on Talent Identifying the future of craftsmanship is difficult but necessary. Cavalli explains it perfectly: “I have the strong opinion that these artisanal activities don’t represent the past, but the future. Preserving craftwork and allowing these activities to blossom again and be the center of attention will have, without a doubt, a positive impact on our society because they represent the most humanly possible way of living, working, and establishing relationships. Artisans are usually enthusiasts of what they do: they love their work, tirelessly dedicate themselves to looking for new opportunities and developing their techniques. They’re always young at heart. They’re an example for young people who have to choose their trade: we have to be happy with what we do and being able to consciously transform the materials into something beautiful is, has been and will always be, a source of happiness and fulfillment.” We can’t end without asking Cavalli about the artisanal market in Spain. “I believe there are amazing master artisans who work every day with meticulous passion and compromise in order to preserve acclaimed traditions that are unique in the world: but this talent should be more well-known, appreciated, and recognized.”
“the opposite of craftmanship is not manufacturing nor the digital revolution, it’s ignorance.”
- Alberto Cavalli