Hybridizing cultural heritage with creativity: an emerging narrative in Italy

Culture-led regeneration may occur in continuity with cultural legacy or by injecting creativity into urban contexts. Four cultural regeneration models have been identified by combining stakeholder engagement in urban decision making and the hybridization of cultural heritage with creativity. The models of managerial innovation and socio-cultural innovation have been used to interpret two Italian best practice. In the IlCartastorie Museum in Naples (Campania region), heritage hybridization drives managerial innovation by levering on managerial competences, digital storytelling and artists. The low level of stakeholder participation does not activate a wider urban regeneration. In Favara’s Farm Cultural Park (Sicily region) the hybridization of local heritage with creativity brought by artists coming from different countries is combined with local stakeholder participation in the socio-cultural innovation of the town. This wide transformation has positioned Favara on the global map as a creative place.