Our society has always more the need to share: in every
field from culture to communication from economy to the company, the trend is
to exchange knowledge and experience across the board. In some fields the
principles of sharing and participation are emerging strongly, for example as
part of the professional work and the start-up (which often use the co-working
formulas), in architecture (which, in theory is the “cradle” of the spirit of
sharing of the city’s development choices with the society).
In our industry – which is “widespread” and “infiltrated” in many areas,
as we deal with finishing” - the concept of “sharing” is far from being
applied. Normally we speak of “copy”, which is totally different.
We begin to perceive the first changes, as companies resume to
communicate and to inform the market, paraphrasing an old movie, “starting
over by three”: the exhibitions, after the escape of the last years, start
again to be crowded (both with exhibitors and visitors); they start again to
“advertise” – in the same old way but with new media use; conferences, events,
classes are very attended again.
Some companies, such as Sirca and Lechler, which need more than others
to take the challenge with worlds not really related to their industry (such as
design and architecture, and its main protagonists, the architects and designers)
participating actively at the Milan design week (from 12 to 17 April); the
first with a series of installations housed in the Cloister of the Diocesan
Museum (which is part of the 5 Vie path), between art and industry; the second
carrying on the dialogue started last year in a the “laboratory of ideas” in
the Lambrate-Ventura area.
To exchange and to share their
self knowledge and skills will be essential to overtake the deadlock of the
manufacturing industry too highly “engineered”, but at the same time not
shared. New ways of communication to reach new “opinion makers” (always to use
a word no longer used) will create new ideas and opportunities.
