Dec. 4 – Economics and creativity can – and must – go hand in hand. This is the basic assumption of the Festival of the Creative Economics – Italy S / A, an event organized by Diomedea’s research and communication unit and promoted by Brazil S / A in Sao Paulo. The event was held in November, and had as its objective to understand the ways in which creativity contributes to the creation of tangible and intangible values within the consumption systems, by looking at the most significant contributions in the fields of creative economics, architecture and design. The three-day summit and events triggered a direct comparison between two similar but not identical countries, Italy and Brazil. The event saw the participation of first class speakers, including architects and designers Marcio Kogan, Flavio Albanese, Aldo Cibic, and Giulio Iacchetti, who took the stage of the Bienal Foundation to reflect on the possibility of transferring the Italian manufacturing industry experience, capable of translating the cultural and immaterial elements into business opportunities, to Brazil’s production capacity. These production and innovation modes were at the center of “Young Creativity: how to produce innovation,” while two illustrious representatives of Italian and Brazilian creativity, Albanian and Kogan, discussed the “Culture aggregating value” alongside socio- economic researcher Christian Colli. The latter studied the issue from the point of view of companies within the Italian industrial districts. The workshop also included a session on “the relationship between man and space: in the city, workplace, and retail,” dedicated to the relationship between the the value and place in which creative products are produced and / or consumed. Said conference saw the participation of architects Cibic, Manoel Marcio Dos Santos, an international marketing consultant and Enrico Cietta, a senior partner economist at Diomedea and creator of the Festival. The debate was led by Marko Brajovic, architect and designer for Atelier Marko Brajovic.
