ArtHandy is an international innovative program to develop creative industries in the emerging areas enabling small-scale artisans to produce "trendy brands handicrafts" and sell them in international markets.
It is based on a model of international cooperation combining local strengths with external markets in a context of economic and cultural globalization and integrating models of learning and know-how with economic, territorial and communities growth.
Arthandy is a channel for enhancing international awareness of specific areas in various countries and for disseminating standards of cultural, and production excellence.
It also aims to promote intercultural exchange blending in the products different countries traditions to convey the notion of handicraft as a symbol of a superior concept of international cooperation between marginal and developed areas.
Arthandy is a highly marketing oriented program because products are shaped on market segments, customers needs and wants identified through careful research.