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Villa Reale, Monza, Italy - 24-26 September 2009


The first edition, FOCUS 2009, took place at the Villa Reale in Monza, Italy from 24th to 26th September 2009. The theme chosen by UNESCO for the first edition was "Creativity, Innovation and Excellence: From Crafts to the Design and Fashion Industries". The participants explored the connections between craftsmanship and the design and fashion industries.

They discussed how, in its capacity as a driving force for constant renewal, as a vehicle for cultural identity, values and meaning, and as the fruit of creativity and innovation, contemporary craftsmanship could perhaps form the basis for a new kind of development which would guarantee the long-term survival of our craftsmen's skills.

Designed to encourage debate and stimulate fertile, interdisciplinary and innovative thinking around these issues, the Forum provided a unique opportunity for decision-makers, creators and the private sector to exchange on subjects related to economic performance and artistic excellence, while also underlining the central role of culture in sustainable development.



Thursday, 24 September

10:30-11:30 am Arrival and registration of participants
11:30-12:30 pm Opening ceremony
Master of ceremony:

Françoise Rivière, Assistant Director-General for Culture

KoTchiro Matsuura, Director-General of UNESCO
Sandro Bondi, Minister for Cultural Heritage and Activities, Italy
Roberto Formigoni, President of the Lombardy Region, Italy

12:30-2:30 pm Lunch
2:30-5:00 pm How to encourage excellence in the craft sector?
(First Plenary Session)
Opening address:

Alfredo Mantica, Under Secretary of State for Foreign Affairs, Italy


Gianni Riotta, Editor, Il Sole 24 Ore

Mona Almunajjed, Senior Advisor of The Ideation Center,
Booz & Company, Dubai
Alber Elbaz, Artistic Director of the Lanvin House
Giuseppe Guzzetti, President of the Cariplo Foundation
Gulnara Karimova, President of the Forum of Culture and
Arts of the Uzbekistan Foundation
Sabri Rbeihat, Culture Minister of Jordan

Guest of Honor Marcegaglia, President of Confindustria, Italy

7:30 pm

Gala and Visit of Leonardo da Vinci's "Last Supper"

Friday, 25 September

9:30-11:00 am

Cities and regions: Allies in Excellence (Second Plenary Session)

Opening address:

Giovanni Puglisi, Chairman of the Italian National Commission for UNESCO and Jonas Ridderstrâle, Professor at Ashridge Business School


Bob Marino, International Herald Tribune

Germano Celant, Artistic Director of the Prada Foundation Françoise Montenay, Chairperson of the Board of Comité Colbert Board and President of the Supervisory Board Chanel SAS
Xiaoming Wang, President of the Shenzhen Creative Cultural Center, China
Rebecca Wurzburger, City Councilor and Mayor Pro-Team of the City of Santa Fe, New Mexico, USA

11:00-11:30 am

Coffee break

11:30-1:00 pm

The Transmission of Innovation and Growth
(Simultaneous Workshops)


Know-How,  Conditions for

Workshop N° 1: What is the Role of Formal and Informal Education?


Francesca Pini, Corriere della Sera

Sadika Keskes, Glassblowing Artist and CEO of Sadika RMA, Tunisia
Jean-Pierre Martial, CEO of Integrated Sustainable Development
Severino Salvemini, Director of the Degree in Economics and Management of Arts, Culture and Communication at the Bocconi University, Italy Enrico Tallone, Director, Alberto Tallone Editions Pradyumna Vyas, Director of the National Institute of Design, Ahmedabad


Workshop № 2: How do New Technologies contribute to Creation?


Don Morrison, Time Magazine

Alberto Abruzzese, Professor at the IULM, University of Milan
Cheick Diallo, Fashion Designer
Eber Lopes Ferreira, Executive Director of Coexis, Brazil David O'Connor, President of Aid to Artisans


Workshop N° 3: What New Strategies should be developed for Cultural Enterprise?

Michel Schifres, Le Figaro

Thomas A. Aageson, Executive Director of the Museum of
New Mexico Foundation (MNMF), USA
Armando Branchini, Chief Executive of Altagamma
Marcella Echavarrfa, Director of SURevolution
Agatha Ruiz de la Prada, Fashion Designer

1:00-2:30 pm


2:30-5:00 pm

Women, a Key Force in Crafts and Development (Simultaneous Workshops)

Workshop N° 1: Cultural enterprise: a development springboard for women?


Kathy O'Meny, ABC Luxe

Martine Assouline, President and Founder of Assouline Editions
Cecilia Duque-Duque, Former Director General of Artesanias de Colombia
Ann McCreath, President and Founder of the Festival for African Fashion and Arts
Vandana Shiva, President and Founder of Navdanya

Workshop N° 2: Can we refer to "Feminine Innovation" in the area of Culture?


Mariangela Pira, CNBC Italy

Sara Abera, Designer and General Director of Muya
Nilda Callanaupa, Director of The Center for Traditional
Textiles of Cusco, Peru
Aissa Dione, Textile Artist and CEO of Aissa Dione Tissus, Senegal
Emilienne Limön de Leon, Co-founder of Fäbrica Social, Mexico

Workshop N° 3: Women's Access to Decision-Making in Cultural Enterprises


Ann M. Morrison, Time Magazine

Cändida Fernändez de Calderön, Director of Fomento
Cultural BANAMEX, Mexico
Marilena Ferrari, President FMR Art'e
Usha Krishna, President of the World Craft Council
Milia Maroun, Fashion Designer

7:00 pm

Dinner and Evening at La Scala

Saturday, 26 September

9:30-11:30 am

Culture, a Driving Force for Recovery in the context of Globalization
(Third Plenary Session)

Opening address:

Antonio Paolucci, Director of the Vatican Museum and Fons Trompenaars, Founder and Director of Trompenaars Hampden-Turner


Valerio De Molli, The European House Ambrosetti

Sheika Mai bint Muhammad Al-Khalifa, Minister of Culture
and Information, Kingdom of Bahrain
Jean-Michel  Debrat,  Deputy Director-General, French
Cooperation Agency
Piergaetano Marchetti, President of RCS
Paula Moreno, Minister of Culture, Colombia
Tony Pigott, Co-founder of Brand Aid and President and
CEO of Ethos JWT, Canada

11:30-12:00 am

Coffee break

12:00-13:00 pm

Closing Ceremony
Françoise Rivière, Assistant Director-General for Culture of

Massimo Zanello, Minister for Culture, Identity and Autonomy, Lombardy Region

Closing Remarks Franco Frattini, Minister of Foreign Affairs, Italy

FOCUS 2011


The Book Tomorrow:
the Future of the Written Word
6 - 8 June 2011
Villa Reale di Monza
Lombardia - Italy

The e-book economy, Workshop 3: Changes in the production and distribution chain
Day:Monday 6 june 2011
Workshop 3: Changes in the production and distribution chain ("tradition vs modernitiy")

Mr Juan Cruz, El Pais (Spain), Moderator
Ms Aida Diab, Asfored (Lebanon/France), Rapporteur
Mr Martin Angioni, Amazon (Italy)
Mr James Bridle, Editor and Publisher (UK)
Mr Gian Arturo Ferrari, Centro per il libro e la lettura (Italy)
Mr Octavio Kulesz, Libros del Zorzal (Argentina)
Ms Yasuko Matsui, Papyless Co. (Japan)
Mr Pedro José Milliet, Dorina Nowill Foundation for the Blind (Brazil)
Mr Michael Webster, RMIT University / Melbourne Writers Festival (Australia)
Mr Denis Zwirn, Numilog (France)

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