Double Signature. A dialogue between design and artisanal excellence

From tradition springs innovation

Text by Federico Marchetti

yoox.com Founder and YOOX NET-A-PORTER Group Chief Executive Officer

The binary code, the basis of digital innovation, is made of two digits: 0 and 1. Like Yin and Yang, like Descartes’ notion of body and mind, these opposites are actually complements. Their duality serves to strengthen, not to divide.

Throughout history, innovation has sprung from opposing, yet complementary forces. Starting from the origin of mankind, the two ultimate opposites – man and woman – are also the ultimate complements, and from two, multiplicity is born. The Y and X in yoox.com are meant to represent the Y and X chromosomes for exactly this reason. Let us also consider the digital world and digital’s opposite: analogue. They are two different realities, yet they represent the dual nature of our modern world. Like other opposites, their coexistence gives life to a dialogue which is, on a daily basis, giving way to innovation and rewriting our future.

The binary code, the basis of digital innovation, is made of two digits: 0 and 1

The same is true of another perennial duality: art and craftsmanship. How can one be defined without the other? Where does one draw the line between an artist and a craftsman? One cannot. Only continual and perpetual exchange exists between them. We look at the nature of artistry – a celestial world where ideas are abstract concepts until the creative hand synthesizes them and converts them into a tangible reality. We then observe the nature of craftsmanship – the world of rare métiers ruled by the solidity earthly materials. Copper, wood, and glass become pure beauty through ancient and meticulous artisanal gestures. The exchange between the two completes a perfect cycle. The concept of this exchange, this cycle is at the core of the Doppia Firma project.

We take two brilliant worlds at work and ask them to combine their collective creativity so that we may appreciate the rare masterpieces achieved by the fruit of their collaborative labour. At yoox.com, we have always passionately strived to connect what may seem like remote worlds, leveraging the vast resources of digital technology we have at our disposal in order to do so. For the sake of innovation, we have dreamed of lofty visions and then put them into practice. Much like these artists and craftsmen, we, too, seek to preserve excellence and creativity, to enhance and spread beauty.

crafted with love, designed with talent, presented with pride

Text by Franco Cologni

Chairman, Cologni Foundation for the Métiers d’Art

There are borders that are not inked on any map yet are very much present in our minds: the line between kitsch and authentic beauty, for example. Or the vast expanse between a hastily made object or cheap imitation and an artefact crafted with love, designed with talent and presented with pride. The Salone del Mobile, for which this exhibition was originally conceived, is a place where such lines converge: tradition finds originality, craftsmanship meets intuition, and creativity leads to innovation.

High-voltage design breaks into craftsmanship. new energy sparks unexpected projects

Text by Francesca Taroni

Editor-in-Chief, Living Corriere della Sera

Like a precious gem, the world of Italian fine craftsmanship has many facets. There are the time-honoured traditional techniques that constitute an invaluable heritage.  There are the artisans’ flawless gestures that require time to be learnt and patience to be transmitted. There are the manual skills nurtured in a specific territory. These facets shine even brighter when they meet the challenging vision of contemporary design and a cosmopolitan approach.

Unlimited possibilities unfold when creativity meets craftsmanship

Text by Barbara Geary Truan

Secretary General, Michelangelo Foundation for Creativity and Craftsmanship

For the last two hundred years or so, most of our systems, approaches and thinking have been moving consistently in the direction of specialization. The division of labour, which allowed for the growth of complexity and ultimately has given way to an explosion of information, requires us to separate, to categorize, and to disassociate one thing from another. 

between the creative spirit and the intelligence of the hand

Text by Franco Cologni

Chairman, Cologni Foundation for the Métiers d’Art

At the UNESCO headquarters in Paris, ceramic decorations on two spectacular walls evoke the beauty of the Sun and the Moon. The style is unquestionably Joan Miró’s. At the UNESCO headquarters in Paris, ceramic decorations on two spectacular walls evoke the beauty of the Sun and the Moon. The style is unquestionably Joan Miró’s.

Between fine craftsmanship and contemporary design

Text by Francesca Taroni

Editor-in-Chief, Living Corriere della Sera

Doppia Firma is a fascinating experiment focusing on Made in Italy’s key values, such as the excellence of Italian craftsmanship and creative talent. The project aims to establish a connection between top-end Italian workshops skills and contemporary designers vision. Together they’ll give birth to a collection of unique, innovative as well as functional objects.