Storytelling on the margins : a theoretical framework for imagining a fashion innovation center in Tuscany

Abstract

The importance of the margin has long been deemed important in creative processes. At both the level of the individual and the level of the city, research shows that creativity tends to flourish on the philosophical and physical outskirts of society. This thesis expands upon this theory by looking at a second, less documented trend of creative "edge" institutions: their deliberate use of storytelling for growth and idea development. This thesis examines these trends through three case studies, chosen to illuminate the particular case of Castel Pulci, a declining, vacant villa located ten miles outside of Florence, Italy, which the Italian government has slotted for physical and programmatic renovations to become a center for innovation and business in the fashion industry. The findings indicate that, in addition to exploiting their "edge" positions, innovative institutions pay constant, conscious, and deliberate attention to the role of narrative in their operations. Whether understanding objects, imagining the future, bringing a community together, or selling a product, the research in these case studies suggest that the use of storytelling is pivotal for innovative "edge" institutions.