JUST MAKE IT – We are all makers

Digital craftsmanship; a community of makers; productive consumption: the growing use of production tools has narrowed the barrier between producers and users of contents, goods and services. In the era of information, the ground on which the great innovation game develops is social relationships.

Gaining access to tools for making is just one aspect and it may be not the most important one. In order to make innovative things, it is essential to create a passionate community around oneself, to interact and involve this community. This is the case of crowdfunding but also of the new manner adopted for communication between manufacturers and consumers.

People are getting involved in all stages of a purchase in more extensive manner: manufacturers ask for the opinion of people to develop their products; they allow them to customise their products to make them their own. At the same time, consumers become real brand ambassadors and add meaning to products by means of social media.

Large-scale craftsmanship

In a context like the one described above, craftsmanship and industrial production gain something new and exchanges their attitudes. Imperfection becomes added value to attest to the creative process and human work that lies behind a finished product.

This trend is continuing to play a leading role in interior decoration. Industrial perfectionism – that has been a must for several decades – is giving way to products characterised by raw refinement.

As always, the first signs of social changes are made visible by great artists. The fusion between the craftsperson and the industrial manufacturer has been disclosed in advance by the works of Robert Rauschenberg, to which the TATE Museum in London has dedicated an exhibition between 2016 and 2017.

The American expressionist genius, forerunner of Pop Art, has worked in the “gap between art and life” for six decades: his is one of the most interesting analyses of the differences between everyday objects and art objects.

Creators and users are the real protagonists of his work: by using elements that can be reproduced on a large scale in his work, he has taken art from its pedestal. By using common objects in his work, he has given these objects their dignity. He has affirmed that every object can convey a different meaning depending on the context in which it is placed.