Skip to main content

CONTEMPORANEA DE ARTES Y OFICIOS

I. SUMMARY INFORMATION
Project
296349
Status
Submitted
Award category
Regaining a sense of belonging
You want to submit
NEW EUROPEAN BAUHAUS AWARDS: existing completed examples
Project title
CONTEMPORANEA DE ARTES Y OFICIOS
Full project title
ASOCIACION CONTEMPORANEA DE ARTES Y OFICIOS
Description

The Contemporary Association of Arts and Crafts is a non-profit association which promotes the education of the future craftsmen and preserves the most valuable dimensions associated to traditional and contemporary crafts in Spain, such as its identitary, cultural, artistic and historical dimensions, as well as its sustainable, tourist and economic values, pursuing crafts innovation through design and digitalization, and Spanish workshops internationalization through our e-commerce CASA ALIA.

What was the geographical scope of your project?
National
Spain
Does your project address mainly urban or rural issues?
It addresses urban-rural linkages
Does your project refer to a physical transformation of the built environment or other types of transformations?
It refers to other types of transformations ('soft investment')
Has your project benefited from EU programmes or funds?
No
Has your project won an EU prize?
No
Your project is fully completed?
Yes
When was your project implemented?
How did you hear about the New European Bauhaus Prizes ?
Press
On whose behalf are you submitting the application?
As a representative of an organisation
II. DESCRIPTION OF THE PROJECT
Please provide a summary of your project

The evolution of COVID-19 has caused a crisis of values ​​and consumption models in the global socioeconomic context. The moment could not be more opportune to the renewal Crafts claim in total harmony with the new EUROPEAN BAUHAUS due to the change of the consumer profile and its responsible way of consuming artisan products that respect the environment, as opposed to industrial production that threatens the Planet. We propose a more ethical approach based on responsible consumption, environmental sustainability, gender equality and solidarity with small businesses and local artisan workshops to:

  • Promote creativity and design applied to craft production, turning it into useful and durable consumer objects for the new generations of consumers.
  • Reinvent craftsmanship hand in hand with young artisans, young creators and young designers who recycle and use new waste materials in a model of circular economy.
  • Promote economic development and employment in rural and depopulated areas favoring the entrepreneurship of artisan workshops and promoting a cultural tourism of higher quality.
  • Dynamize the local culture, recovering and updating its traditions and signs of identity within the global context, promoting a more proactive attitude and greater awareness of Spanish society of the loss of traditional crafts, its heritage and knowledge.

The inclusion of crafts to promote local development, in contrast to the model introduced by globalization. It is our priority to include Crafts as part of the Spanish cultural offer, along with other manifestations such as Gastronomy, Fashion or Fine Arts. It is our commitment the innovation of Spanish Crafts through Design, its promotion through digital marketing and its commercialization through our e-commerce CASA ALIA, an e-marketplace where we can show the world our craftsmanship endowed with sufficient promotion and logistical capacity to reach national and international customer.

Please indicate the main themes of your project with 5 key words
Craftsmanship
Heritage
Design
Digitalization
Sustainability
Please give information about the key objectives of your project in terms of sustainability (including circularity) and how these have been met.
Please highlight how the project can be exemplary in this context

We emphasize the lack of recognition of Crafts cultural, demographic, economic, environmetal and sustainable values. The already existing economic difficulties aggravated by the pandemic are leaving few Spanish workshops alive. Crafts represent the culture and identity of a village/region/country, and are an integral part of their cultural heritage. Crafts contribute to local, regional and national economic growth, generating employment and income. Crafts preserve the close environment where the raw material procedes and process it with a low ecological footprint. Crafts help to transmit and maintain cultural roots and local, regional and national identity. The Association works to:

  1. Make Spanish society aware of the virtues of Crafts as a sustainable option for production, as a way of subsistence for small craft workshops located in rural areas, and as a way of avoid depopulation and unemployment in rural areas of Spain. 
  2. Promote the unique handcrafted piece, made by hand, durable over time, the cult object that unites design, quality and prestige instead of the uniformity of globalization, the "low-cost" product and the  "use and throw away" philosophy.
  3. Give visibility to the work of artisan women, especially those in the rural world.
  4. Bring the artisan products from the artisan workshops to the customers through e-commerce digital and logistics advantages.
  5. Trust the ability of craft workshops to develop new sustainable materials due to their suitability to research, thanks to its deep knowledge of raw materials, their applications and their behavior in the manufacture of products.
  6. Promote workshops that resemble research laboratories with the help of new technologies and scientific knowledge, developing new materials from waste, proposing its transformation in finished products.
  7. Approach Crafts to the world of design, which is rediscovering the intangible values ​​and techniques of artisan “KNOW-HOW”.
Please give information about the key objectives of your project in terms of aesthetics and quality of experience beyond functionality and how these have been met.
Please highlight how the project can be exemplary in this context

We work to communicate Crafts values by:

  • Replacing the image of dying Crafts in souvenir shops and street markets with a new concept of crafts linked to design, creativity and e-commerce.
  • Promoting values ​​such as identity, originality, culture, skill, quality and excellence. The combination of tradition and modernity. The craftmen know-how meets the designers know-how.
  • Promoting values such as differentiation and exclusivity, since in many cases we will be facing a unique master piece.
  • Involving creators and designers working as a team with artisans who master the techniques and crafts.
  • Highlighting the raw material and the technique used, generally sustainable and with a low ecological footprint, together with a territory and a culture, which has its origin in tradition and whose future is innovation.
  • Promoting the added value of crafts, acting on the excellence of students training in arts and crafts schools, promoting training and support in the management of the workshops (business, digital and commercial management)
  • Promote training, support and promotion in international export.
  • Promote support for entrepreneurship, modernization of equipment and machinery and the digitalization of processes
Please give information about the key objectives of your project in terms of inclusion (equal opportunities, public participation, citizen engagement, co-design, universal design, accessibility, affordability, etc.) and how these have been met.
Please highlight how the project can be exemplary in this context

The key objectives are to support Spanish Crafts survival as an artistic, historical and cultural heritage, but also to revitalize its present and enhance its future by:

  1. Updating CRAFTS through DESIGN.
  2. Introducing the link between CRAFTSMANSHIP and DESIGN in study plans and promoting internship programs for future craftsmen.
  3. Promoting grants and scholarships so that master artisans can offer training and internships to young apprentices in their workshops.
  4. Promoting the improvement of the management of the artisan workshops thanks to the new digital tools to get digital skills for diffusion and commercialization without borders.
  5. Promoting CRAFTS from the point of view of sustainability as they preserve the use of raw materials offered by the environment.
  6. Promoting local economies, giving the opportunities for employment in rural areas and contributing to avoid an empty Spain.
  7. Promoting traditional CRAFTS as a sign of unique and irreplaceable cultural identity.
  8. Publishing the list of Spanish CRAFTS in danger of extinction.


Our project should serve to expose, give visibility and claim the lack of knowledge of craft values and draw attention to the extinction of workshops by lack of innovation and succesion.

 

Please explain how these three dimensions have been combined in your project.
Please highlight how this approach can be exemplary
  1. Throughout history, one of the first victims of industrial development and the mechanization of production has been Crafts. This unstoppable process has led to the current situation, in which it can be said that our Craftsmanship is dying. The vast majority of artisans suffer from this process, which has been going on for a long time, while today we speak of "digital transformation", two magic words that we immediately associate with ideas of speed, changes, electronic commerce, real-time communications and dynamism. At the same time, globalization offers us countless cheap, throwaway products that have changed our perception of consumption, regardless of the unsustainable environmental impact on the planet.
  2. We hardly talk about the manual transformation of the raw material to turn it into a useful and beautiful object, of demographic sustainability and employment in the rural world, of the mastery of precise work, of the transmission of thoughtful and deliberate know-how, of the identification of an object with its roots, with a landscape and its inhabitants, with its uses and customs of centuries, with the tradition that makes up a culture with which we can all identify. There is hardly any mention of CRAFTSMANSHIP, nor of a figure in the process of extinction: THE ARTISAN. We work ensitize and educate citizens to preserve the cultural, historical, artistic and economic values ​​of the intangible heritage of traditional trades.
  3. We participate and advise in the construction of models of responsible consumption, promoting crafts against the current models of consumption that contribute to the serious ecological crisis of the planet.
  4. We offer the territories and the people an economic activity that serves to promote the development of rural areas fixing young and dynamic population in the territory.

Our project revolves around an effort to update the concept of Craftsmanship that, together with Design and Technology, is a winning bet.

Please give information on the results/impacts achieved by your project in relation to the category you apply for

“Regaining a sense of belonging”: it is a reality not sufficiently known by society that the old crafts are being lost in Spain. From a sustainability perspective, the loss of an artisan trade is as tragic and irretrievable - apart from the distance - as the loss of an animal species. An update of craft production from the perspective of Design would help revitalize the sector and make young people feel this concern and, through an appropriate educational offer, return to Arts and Crafts studies to create products for everyday use adapted to current needs. To this end, our Association proposes the general objectives that are listed below:
• Support the preservation and innovation of Crafts through the application of Design, promoting formulas for Craftsmen and Designers to work hand in hand in close collaboration.
• Update a tradition of culture and excellence through Design, adapting it to digittalization and the reality of today's market economies.
• Support and defend the value of Crafts as a form of demographic and environmental sustainability in rural areas, avoiding unemployment and the depopulation, and promoting rural centers of environmental, tourist and cultural interest.
• Support the students of Arts and Crafts of the new generations to ensure generational change.
• Make Spanish society aware of the benefits of buying Crafts as a responsible consumption option, as the most sustainable form of production and as a way to contribute to the subsistence of small workshops and craftmen, many of them located in rural areas.
• Contribute to the international difussion of Spanish crafts as a product with a recognized and demanded value.
• Promote collaboration with top-level international brands in the world of luxury that appreciate and demand artisan products, in order to contribute to the development of the Spanish craftmanship.

Please explain how citizens and civil society were involved in the in the design and/or implementation of the project.
Please also explain the benefits that derived from their involvement.
  • We target the Spanish Society with the aim of giving artisans a voice and visibility, to preserve their knowledge and heritage.
  • We target to Spanish Designers, Artisans and Companies that share this concern and wish to join the movement to renew and promote Crafts.
  • We target all citizens who are in favor of a responsible consumption and the purchase of vernacular, aesthetic, sustainable and unique products handmade to last.
  • We target the general public interested in “MADE IN SPAIN” handcrafted products with an offer of superior value in design, quality and price.
  • We target brands that value singular products with excellent craftsmanship, that flee from endless series and that seek to satisfy their customers with a timeless product.
  • We target Spanish private foundations willing to lead the Craft renewal movement in our country, as well as other similar European foundations as a line of action in their Corporate Social Responsibility programs.

 

Please explain what kind of global challenges the project addressed by providing local solutions

Craftsmanship is a living and dynamic concept that has been changing over time. It generally emerges at times of social change as a marginal mode of production and consumption opposed to the dominant model, playing a strategic role in the exploration of new paradigms. The Arts & Crafts movement that emerged at the end of the 19th century, or the development of "neo-crafts" in the 1960s, are good proof of this. It is not surprising, therefore, the spectacular bloom of crafts observed in recent pandemic years, in response to the crisis of our pre-pandemic social model of consumption.

Generally associated with proximity and small-scale manual production, craftsmanship is based on more human, sustainable, creative and respectful values ​​of local tradition, configuring itself as a privileged field of emotional, symbolic and sensory experimentation for the exploration of new imaginaries that recover the harmony, authenticity and human scale lost with our current consumption model. It may represent a model of marginal production oriented towards personalized consumption and based on emotional creation, but it is much more than this.

Craftsmanship is not the recreation of a better past, nor a feeling that the excesses  of today's society are caused by the abandonment of traditional values. Contemporary craftsmanship has become a laboratory for sensory, formal and symbolic reflection and experimentation through confrontation and dialogue between tradition and innovation, between natural materials and intelligent materials, between techniques manuals and new technologies, between local identity and global development, standing at the forefront of new cultural and market trends.

 

Please highlight the innovative character of the project as compared to mainstream practices in the field of the project.

CASA ALIA, the marketplace created by the Contemporary Association of Arts and Crafts, publishes pieces of Spanish Crafts conceived by designers and creatives and manufactured in a selection of workshops chosen for their tradition, the quality of their work and the mastery of their craftsmanship. In other words, CASA ALIA orders products from designers and artisans to market them.

The originality of the company lies in the nature of the products, which will always be useful pieces that cover all the needs of current use in a house, including furniture, lighting, kitchen and bedroom linen, curtains, kitchen utensils...selected not only with aesthetic criteria but also with the following:

  1. The inspiration must come from the local tradition revisited to be consistent with today's world.
  2. The pieces will be designed with two imperatives: to be practical and for daily use in today's world but also of very high quality. They must be of ordinary use and easy in the sense of easy maintenance and care (easy to wash, order...) and at the same time they must have the refinement and quality of the ancient traditions.
  3. The raw materials must be natural and/or the product of high technology and scientific research applied to the search for new sustainable materials to the extent that these investigations are advancing.
  4. The commercialization must be responsible and documented: each product has a brief history of its tradition and also instructions of use and good maintenance. 5. We provide custom design service for those who want custom-made products. 
  5. To revitalize some artisan knowledge that is being lost, or that has been confined to very restricted trade sectors, such as, for example, sacred goldsmithing or bullfighting tailoring, we propose new uses to it, for instance: creation of embroidery curtains, cushions, bedcovers…
Please explain to the potential of transferring the projects’ results or learnings to other interested parties and contexts.
Please provide clear documentation, communication of methodology and principles in this context.

The new contemporary crafts emerge as one of the most important sources of innovation, fed by new generations of young designers and craftsmen full of creativity, who consider manual work as a process of emotional creation, in which the design arises from a dialogue between sociocultural trends and the sensations derived from contact with the material. The multiplicity of small workshops exploring all kinds of proposals, together with the hyperconnectivity of their public in digital platforms social media will promote sustainable consumption trends ​​and patterns demanding manufactured products made to last.

Craftsmanship is closely related to the concept of Sustainable Development, which we define as: "that economic, social and cultural development that meets human needs and expectations and respects the rights of the present generation, without compromising the ability of future generations to meet their own needs, or violate or limit their rights." Protecting workshops and crafts from means contributing to the Sustainable Development from multiple perspectives:

  1. Artistic, promotion of excellence, creativity, design and quality of craft production, turning it into a first-rate artistic activity.
  2. Cultural, promotion of the continuity of the trades in the new generations, of the craft tradition and of the cultural, historical and artistic heritage that identify us as a country.
  3. Political, there are more and more public policies focused on demographic and environmental sustainability, as well as on the recovery and transmission of our cultural identity.
  4. Academic, the craft is the result of a long and intense learning of the subjects and the manual skills that excellence requires. In addition to initiatives to preserve, protect and safeguard the heritage represented by artisans, it is essential to invest in the training of young generations and in regulating the transmission of knowledge between teachers and students.

(Continues…)

Is an evaluation report or any relevant documentation available?
No
If you would like to upload additional documentation, please upload it or write it below

(Continues…)

  1. Economic, the Spanish craft sector is a productive sector made up of more than 38,000 companies, employing 125,000 people, whose contribution to GDP amounts to 4,042 million euros, contributing to local, regional and national economic growth and generating employment and income. It currently has great potential for growth through the development of competitiveness and innovation of craft companies.
  2. I+D+i, Crafts is a sector of activity with great potential for innovation and application of new technologies. It is about promoting the new concept of Craftsmanship of Excellence linked to design, creativity and accessible artwork. We are talking about promoting values ​​such as identity, originality, culture, skill, quality and excellence, the combination of tradition and modernity, know-how and the culture of trades with a business management methodology.
  3. Demographic sustainability, Craftsmanship helps demographic sustainability, since it contributes to establishing a young population in rural areas and, at the same time, revitalizes traditions, knowledge and trades that are part of the legacy of our elders. In rural Spain, after the closure of the workshops the "know-how" from the generational change is lost, and entire regions would be seen with no other way out for their population than to emigrate.
  4. Environmental sustainability, both the raw material and the craft technique used are generally sustainable and have a low ecological footprint. It uses environmentally friendly materials and offers quality products with lower consumption of energy, water and raw materials. The change in consumer profile and its responsible way of consuming durable and environmentally friendly artisan products count in favor.
  5. Employment and Entrepreneurship, along with tradition and identity, it is committed to the entrepreneurship of young craftsmen and to innovation through design and the use of new technologies. 
III. UPLOAD PICTURES
IV. VALIDATION
By ticking this box, you declare that you are not in in one or more of the exclusion situations foreseen under Article 136 of the Financial Regulation.
Yes
By ticking this box, you declare that all the information provided in this form is factually correct, that you assume sole liability in the event of a claim relating to the activities carried out in the framework of the contest, that the proposed project has not been proposed for the New European Bauhaus Prizes 2022 in any other category or strand and that it has not been subject to any type of investigation, which could lead to a financial correction because of irregularities or fraud.
Yes
By submitting your application, you guarantee that you are the author or have the rights to proceed with the application and to authorise the use of the project, concept, idea, and that you have obtained any necessary consents, licenses or assignments from third parties and included copyright notices when necessary.
Yes
By submitting your application, you understand that all the applications that meet the eligibility requirements will be shared for the purposes of the selection processes, and notably published on the secured platform https://prizes.new-european-bauhaus.eu/ and for the purposes of the promotion of these on the New European Bauhaus website and/or other European Commission communication channels. In this sense, the applications would be widely available. Applicants should ensure that they present their ideas, concepts, projects, in such a way that they could be shared without giving rise to intellectual property related concerns. If your submission is selected as one of the finalists, it will additionally be shared for the purpose of the public vote that will take place. The European Union is granted a licence to use and share your application with the general public and the official external experts for the purposes of the selection process, including the voting. The European Union has the right to use the images and visual materials and the description provided in the application for communication purposes related to the contest and beyond. Rights granted comprise the right to store, reproduce, display, publish and communicate or distribute copies in electronic or digital format, including, but not only, through the internet. Unless you have disclosed your name, the European Commission has no obligation to share your name when using or disseminating your contribution to the public. The European Union cannot be held responsible in case any submitted idea, project, concept is found to infringe third parties rights. The European Union shall be neither responsible for the use that third parties may do of the applications or related content.
Yes

Attention

In order to submit your project, please make sure you have filled in all the mandatory fields marked with *, in both the “Basic information” and “Description of the project” tabs.

Attention

The country you have selected is not a Member State of the EU.

Please select the country your project was either implemented in the EU for strand A in or is being developed or intended to be implemented in the EU for strand B.