Claudio Nobler
The project comes out of Claudio Nobler's vision — PhD in engineering, President of UAI Firenze, President of UAI Toscana, National Director General of the Federazione Italiana Ambulanti.
Three roles across three institutional levels — provincial, regional, national — which gave him, before anyone else, an overall view of the Italian productive fabric of small firms, micro firms and single operators in craft and public-space trading. A view that produced two founding acts within a few years of each other.
Nobler reads the paradox of invisible Italian excellence before the others do, and turns it into method: the problem is not one company's, it is the system's; the answer cannot be individual, it has to be infrastructural.
Out of that reading come the projects, and out of those projects comes a model with the structure to scale nationally.