Elena Tammaro, art director at Creaa Snc


Non-technological innovation, including design, as well as culture-based creativity, are important tools to boost the economy’s competitiveness and growth, thus improving the quality of life for the citizens of Europe.

Here the words of Margarete Schramböck, Austrian Federal Minister for Digital and Economic Affairs, in the introduction of the second European Design Report of national facts and figures from 37 European countries. These facts show that design and creativity are an economic asset in Europe.

As stressed in the next long-term EU budget 2021-2027, to increase matching between creativity and traditional industries is a leading theme. EU research agencies confirm that where businesses need to innovate and improve to keep themselves competitive, creativity and enhancement of processes are essential.

Culture-based creativity has so many layers of information that can be an endless source of inspiration into cross-sectoral interaction. The spontaneous, intuitive, singular and human nature of cultural creation enriches society.
However, the business world and the arts world speak different languages.

Intermediaries are the answer of bridging these two worlds together and the key for the success of ABI in complex organizations.

Intermediary’s contribution is multiple:

  • Making prior assessment to evaluate the context
  • choosing the artists, as you choose the tool for an intervention
  • taking care of the stakeholders involved in the process.

The mediator in ABI has developed in the professional figure of the producer. The role of the producer is not only mediating the relationship between artists and entrepreneurs, but is actually an entrepreneur itself.

As producers, we can count on practical experiences developed within Creaa, an Italian CCI – cultural and creative industry -, in the last seven years.

Creaa is a business company, based in the North East of Italy that developed an original format for art-based interventions in organizations and offers communication and project management services to the creative sector.

Based on our experience, here are the 10 rules for mediating an Art based Intervention.
1) Listen
2) Don’t listen
3) Focus on the message
4) Choose the artist
5) Produce the unforeseen
6) Listen to the audience
7) Give back to the audience
8) Produce a memory
9) Share a memory
10) Repeat

History teaches us that mediation is fundamental in recognizing and clarifying the added value of Art. Like Virgil in Dante’s Divine Comedy, the role of mediator is to enlighten and accompany the stakeholders though the astonishing and revolutionary processes of artist’s virtuosity.