This chapter analyzes the conflicting passage from the crafts labeled under the name arte popolare to the innovative artistic products of the Pop Art current (Italy vs USA), which had place in the Sixties, and the subsequent strategic culture adopted by Pop Art enterprise (Museums, Foundations, Archives, e.g., the Andy Warhol’s one).
Addis, G., Innovating through craft. From happenstance to strategic culture, The Artisan Brand. Entrepreneurship and Marketing in Contemporary Craft Economies, Edward Elgar, Camberley Surrey 2022: 209-225 [https://hdl.handle.net/10807/206921]
Innovating through craft. From happenstance to strategic culture
Addis, Ginevra
2022
Abstract
This chapter analyzes the conflicting passage from the crafts labeled under the name arte popolare to the innovative artistic products of the Pop Art current (Italy vs USA), which had place in the Sixties, and the subsequent strategic culture adopted by Pop Art enterprise (Museums, Foundations, Archives, e.g., the Andy Warhol’s one).
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