Artification in the Industrial Sector: Exploring Florim Ceramiche's Integration of Art Into Business

Abstract

This study examines the concept of artification within the industrial sector, focusing on Florim Ceramiche, a leading Italian ceramic manufacturer. While artification has been extensively explored in the luxury and fashion industries, its application in industrial contexts remains under-researched. Using a case study approach, we investigate the processes and factors involved in artification at Florim, producing its impact on external outcomes, such as brand identity enhancement and market results. Key findings reveal that Florim's artification is supported by a top–down governance approach that reflects corporate values. A trust-based partnership between Florim and collaborating artists further enhances the cultural authenticity of the artification process. Artification is also an inside–out process underpinned by physical artworks that enrich the workplace environment and promote employee well-being, aligning with corporate social responsibility (CSR) objectives. The process operates through concentric engagement, starting internally with employees and extending to visitors and the local community. This research highlights artification's potential to foster both social sustainability and brand differentiation, providing insights for managers in the industrial sector aiming to integrate art within CSR frameworks.