CRAFTS LAB: a free acceleration path for artistic craft companies in Tuscany

Program Description

Crafts Lab – Skills and Tools for Contemporary Craftsmanship is a free training and mentoring program designed for Tuscan artistic craft companies that want to evolve their business model, strengthen their brand, and position themselves more competitively in the market.

Who it’s for

Promoted by Artex for Officina Creativa Lab, with the support of the Region of Tuscany and the City of Florence, and implemented by Upskill 4.0, the project was created to support both established businesses and new generations of artisans in the transition from a production-focused approach to a strategy centered on value, customer relationships, and premiumization. The program is designed for:

• artistic craft businesses in Tuscany that are duly registered with the Chamber of Commerce (not required for Phase 1, mandatory for Phases 2 and 3)
• manufacturing companies seeking to evolve their market positioning
• artisans interested in developing a premium brand strategy.

REGISTER HERE TO PARTICIPATE → https://forms.gle/3tCak8Psm6mhAohd8

Course Structure

The course is divided into three progressive phases, designed to guide businesses from discovery to concrete action.

1. Awareness Phase

Three free online webinars to introduce basic topics such as: the evolution of the contemporary artisan, artificial intelligence tools applied to craftsmanship, and premiumization strategies. Each webinar lasts 90 minutes and aims to provide an introduction to the topics that will be explored in greater depth in subsequent phases, translating technical terminology into practical tools and concrete case studies.

Dates: May 28, June 11, June 17 from 4:00 PM to 5:30 PM.

2. Exploration and Training Phase

A two-day interactive workshop at the Artex headquarters, Officina Creativa LAB – Il Conventino fuori le Mura (Via Giano della Bella 20, 50124, Florence), where selected companies will analyze their positioning, share challenges, and engage in a structured discussion with facilitators. The sessions will be led by experts from Upskill 4.0.

Participants will receive operational kits and ready-to-use templates to improve their brand presentation. Artex and Upskill 4.0 will select up to 10 companies to participate in and attend the workshop. Lunch on June 29 will be provided by the project, offering local companies an opportunity for informal networking.

Dates: June 29, 10:30 a.m.–5:00 p.m., and June 30, 10:00 a.m.–1:30 p.m.

3. Sprint Design Phase

A 5-day operational sprint based on the growth hacking method as applied to SMEs and artisan businesses. Activities will begin on Monday afternoon with the organizational kickoff. During the three central days (Tuesday, Wednesday, Thursday), the companies will work side by side with Upskill 4.0 experts to define advanced positioning strategies and sustainable growth trajectories based on their specific operational context and the individual needs of each company. The workshop will conclude on Friday morning with a final presentation of the results achieved. Artex and Upskill 4.0 will select a maximum of 8 companies to participate in and attend the workshop. Lunch on October 13, 14, and 15 will be provided by the project, offering local businesses an opportunity for informal networking.

Sprint dates: October 12–16, as follows: October 12, 2:00 PM–5:00 PM; October 13, 10:00 AM–5:00 PM; October 14, 10:00 AM–5:00 PM; October 15, 10:00 AM–5:00 PM; October 16, 10:00 AM–1:00 PM.

At the conclusion of the project, on October 16, a final presentation and discussion event is scheduled, featuring a public exhibition. This will serve as an opportunity for sharing and a showcase for the business growth projects developed during the sprint.

Selection Criteria and Participation Guidelines

Access to the first awareness-raising phase, via webinars, is completely open to all and has no entry requirements.

Participation in the second in-person phase is limited to a maximum of 10 companies with their registered office in Tuscany, operating in the artistic crafts sector (excluding the artisanal agri-food sector), and duly registered with the Chamber of Commerce. Applications will be evaluated based on the applicant’s interest, the motivation provided, and its alignment with the project’s objectives.

Access to the third phase—the implementation phase—is limited to a maximum of 8 companies and is reserved for those that participated in Phase 2. Selection will be based on the following evaluation criteria: alignment with the project’s objectives, motivation and participation in previous phases, brand development potential, and product quality and uniqueness.

Expected Outcomes

Participating companies will receive foundational training on contemporary craftsmanship, premiumization strategies, and artificial intelligence tools to support artistic craft businesses. Companies selected for Phase 3 will also receive:

• a tailored growth plan, immediately applicable
• strategic priorities and concrete actions
• metrics to measure results
• greater clarity on their positioning.

Application deadline: June 17, 2026, at 6:00 p.m.

For further information: info@upskill40.it; c.materassi@artex.firenze.it

Crafts Lab is an initiative promoted by Artex – Center for Artistic and Traditional Craftsmanship in Tuscany as part of the Officina Creativa Lab project, with the support of the Region of Tuscany and the City of Florence and implemented by Upskill 4.0.