Innovation in craft: creating new value through art

In this chapter, the authors describe the niche of artistic glass in Murano. This artisan activity has always been deeply connected with the City of Venice, its history and its tangible and intangible cultural heritage. The authors underline the importance of tangible and intangible resources for the industry, which is facing an economic crisis at the moment even though not so deep as the one of the whole glass industry (crafts and industrial). In this contest, the successful case of Berengo Studio represents an interesting example of overcoming the crisis and innovating. This case study is written by collecting public data and some in-depth interviews with the founder and some opinion leaders.