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An Interreg project involved Italy, Albania and Montenegro in the relaunch of cultural spaces intended to host artists and creatives, to promote new forms of tourism and foster cultural industries

Revitalising historical heritage and culture through contemporary art is the aim of the 3Cs project , Cross-border exchange for the development of Cultural and Creative industries, which from 2019 to 2022 brought together cultural bodies and institutions in Albania, Montenegro and Italy in a constant exchange of information, skills, experiences and creative potential.

With a total budget of just over four million Euros, the first concrete results have seen the opening of four cultural centres in Montenegro, Albania and Italy and the creation of a transnational network of cultural entrepreneurs, as well as exchange programmes and residencies for artists.

One of the main challenges faced by the project partners was the modernisation of cultural institutions in terms of the market economy: it was a question of adapting to new forms of cultural consumption, budget constraints to be compensated by alternative sources of financing, and the need for internationalisation. “The appetite for investment and cultural consumption must be strengthened; the legislator should make private investments in the cultural sector as attractive as possible”, the partners agree in the final report.

Mapping the current landscape

The idea of ​​considering the cultural industry – or rather the plurality of cultural and creative industries – as a driving force for the economy is certainly not new, and takes inspiration from other contexts and situations. However, to avoid the mistake of transferring development models that perhaps work in large capitals like Berlin, but which would have risked failure in the context in question, the 3Cs project has provided for a detailed mapping of the cultural landscape in the three countries involved.

From music to publishing, from electronic games to fashion, from visual arts to radio, cultural and creative industry productions are already considered an important driver of the economy, capable of producing wealth and jobs. According to a UNESCO study, their economic contribution amounts to 3% of the gross domestic product at a global level and creates almost 30 million jobs. In Albania, however, for example, that percentage does not reach 1% and “the sector is not consolidated and enjoys sporadic attention”. Some branches are managed and financed by the Ministry of Culture, while others fall under other bodies and do not receive any public support.

In this context, even mapping itself was difficult, as it is not clear how many jobs actually fall within the so-called creative industry sector. The main objective was therefore to promote synergy between the different sectors, launching a cooperation and exchange platform to share long-term projects, concrete actions and initiatives. The subjects to be involved are public cultural institutions, public and private radio and television broadcasters, businesses, individual creatives and the non-profit sector.

In Albania, for example, the preferred choice for young people is public employment, given the high business risk and the low level of social cohesion and trust which have hindered the development of cooperative enterprises over the years.

In any case, the exhaustive collection of data remains fundamental, which can be facilitated through concrete policies by institutions, such as: the removal of administrative obstacles, the promotion of the educational system in the design, advertising and artistic craftsmanship sectors, the launch of incentives for individuals and businesses and programmes to promote female and youth entrepreneurship.

Despite the cultural and historical diversity of the three countries involved, or perhaps precisely because of it, the creation of an exchange platform for designers, artisans and artists has proven to be very useful and has already produced interesting results.

Cultural mobility as a driving force

One of the main initiatives of the 3Cs project concerns “cultural mobility”, understood as “the temporary transnational movement of artists and other cultural professionals”. Some forms of mobility concern the individual, as in the case of artistic residencies, while others concern works, such as performances presented abroad.

Support for mobility takes the form, for example, of the possibility offered to artists and writers to be hosted and supported for a certain period; residencies, events, workshops and periods of training and research are organised, and funds have been made available for travel.

The disciplines covered range from performing arts (theatre, dance, opera, circus, street arts) to visual arts, from music to literature, including translation and publishing, from historical and archival heritage to cultural management, up to videos and new media. Several artists have already participated in the residencies hosted in Kotor (Montenegro), Bari and Campobasso, including dance seminars, video storytelling workshops, contemporary music improvisations and fashion designer discussions.

Artists and institutions remain in contact through a new web platform  designed for networking: the networking of cultural and creative businesses between Italy, Montenegro and Albania is active and aims to grow even after the end of the three-year Interreg period.

Restoration and revitalisation of entire areas

The project has also materialised in restoration work in strategic areas in the three countries. To redevelop the area of ​​the former national film centre Shqipëria e Re, near the Albanian Ministry of Culture, a permanent exhibition centre has been created that transforms the area of ​​the historic film production centre into a garden dedicated to Antonio Gramsci.

The neoclassical complex, designed by the Soviet Union in 1950 in the north-east of Tirana, is set to return to the centre of social and cultural life in the Albanian capital as a catalyst and open space for the community – a model of cooperation for the creative, cultural and innovation industries.

In addition to the restoration of the building and its appurtenances, the creation of an infrastructure is planned that, according to the project of Italian artist and architect Alfredo Pirri, will give new life to the park: the collaboration of the creative sector, non-profit, public cultural bodies, as well as public television and other private actors will be required. The activities of the Art Park include exhibitions, reuse of the sound and recording studios and hospitality for young artists. It should become an interactive space between culture, creativity, business and innovation, with spaces for co-working, digital laboratories, areas for events, meeting rooms, a cinema, a library.

In Montenegro too, European funds have been used for restoration operations: in the old prison of Kotor, already a UNESCO heritage site, a creative hub opened in July 2021 that began hosting seminars, conferences, concerts, creative residencies and workshops.

In Italy, a historical building in Campobasso was brought up to standard, with work also in the basement as well as the entrance and exhibition area, while in Bari works of art dedicated to Antonio Gramsci were set up in the former Rossani barracks, now home to the new central library of the Apulian capital.

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