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"The history of Florence is carved in the wood, marble and stone of its artisans". Thus begins the video "L'artigianato di Firenze", almost a mini documentary made by Ralph Palka in collaboration with Cinzia TH Torrini and, written and narrated by Alessandro Sorani, president of Confartigianato Firenze, while the most evocative images of the city flow on the screen , the faces of the famous Florentines and the shops where unique pieces have been worked for centuries.

The video, presented in Palazzo Vecchio, in the presence of the authors, by Cecilia Del Re, Councilor for Urban Planning, Environment and Tourism of the Municipality of Florence, and Federico Gianassi, Councilor for Budget, Trade and Productive Activities, it is part of a set of initiatives that Confartigianato, with the collaboration of the Municipality of Florence, presents and implements to enhance and support this important cultural and productive segment, heavily penalized by the consequences of Covid. The video will be distributed through the channels used by the municipal administration for the tourism promotion of the area: web, social and, of course, tourist offices. In addition, six special itineraries will be added to the Municipality app, Feel Florence, each dedicated to a precious material that is the protagonist of the craftsmanship: gold, wood, silver, mosaic, glass, and leather.

Finally, the portal "Autentica Firenze" - presented last December by Confartigianato, created with the contribution of the Municipality of Florence and included in the App of the Municipality - is now even more enriched with the possibility of choosing and booking a series of experiences dedicated to crafts. Among these, also the realization of an artisan creation under the guidance of a master, to savor the life of the shop firsthand.
«Florence has an artisan DNA that must be protected and supported. And we Florentines should be the first to pursue this objective, perhaps by returning to buy and prefer the quality and tradition of craftsmanship »declared Alessandro Sorani, president of Confartigianato Firenze. «It is evident that the consequences of the pandemic are heavily penalizing our shops. For this reason, the measures we present today have the clear intention of communicating the culture, identity and tradition of artistic craftsmanship to the whole world, indissolubly tying it to the promotion of the Florentine territory. In this sense, collaboration with the municipal administration is essential. We turn to foreigners, but also to Italians and Florentines themselves, who often do not know how much beauty lies behind jobs that risk disappearing ».

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“The Feel Florence portal and app are contributions that aim to enhance all that is unique and made in Florence - said Councilor Cecilia Del Re -. For this reason, the video created by Cinzia TH Torrini and Ralph Palka, whom we thank, and the itineraries proposed by Confartigianto Firenze along itineraries that touch various sectors of the craft, go very well with the new digital tools put in place by the Municipality to promote Florence more unusual but also the most authentic Florence. In this restart phase it is necessary to team up and help our territory to start again ".
"An author's video that immortalizes the art of our craftsmen is a pearl that helps to promote our shops, so heavily affected by the crisis, and enhances a real art like that of our master craftsmen" said the councilor Federico Gianassi production activities. "Thanks to this production - he added - craftsmanship comes to life and reveals itself to the world, giving visibility to an extraordinary sector of our economy that is struggling to get out of this difficult post-emergency phase".

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