Digital presence and omnichannel approach for the promotion of the artistic and historical itineraries of Castelli ceramics.

The artistic tradition of ceramic handicrafts characterizes the local culture and economy of a relevant part of European history, contributing to the reproduction and development of highly competent production systems, which reflect themselves into a cultural and social capital of great importance for local communities, such as that of Castelli, a centre that plays a key role in the history of Italian maiolica production and is also regarded as one the highest cultural and its ornament varieties that have distinctive aesthetic value especially in the period from the 16th to the 18th century. Intrigued by the idea of developing a digital channel for the heritage archive, through this PhD project: the open-source digital approach to developing omnichannel experience in small-medium management is conducted with a focus on Castelli Archive. The heritage archive can take a digital form, ranging from clearly defined spaces at the virtual exhibition or independent website to joint collaborations, including third-party portals such as Google Art Culture. By providing different types of interaction with heritage material, it can be intended as an exceptional opportunity to offer innovative and alternative approaches to individuals to interact with cultural heritage assets, which can accomplish not only entertaining but also hoped that digital applications promote an understanding of heritage, as well as encouraging users to value and appreciate the heritage.