Imagine a small, charming French village nestled between Toulouse and the Pyrenees, with a centuries-old history deeply rooted in the art of ceramics and earthenware. This place is Martres-Tolosane, a commune that has lived and breathed the “arts of fire” for centuries.

Today, this “Small City of Character” not only wants to preserve its precious heritage but also to transform it into an engine for future economic and cultural development. How? By creating a true “arts of fire” ecosystem, an ambitious project that aims to make Martres-Tolosane a national and international benchmark.

For such an important challenge, an external perspective was needed, a helping hand to chart the course. And this is where our network comes in. In early June, our platform coordinator, Paolo Montemurro of Materahub, together with Silvia Porretta, Francesca Imparato, and Charlotte du Vivier Lebrun, participated in a special two-day session organised by Interreg Europe. The goal? To leverage the experience of European experts to help Martres-Tolosane define its strategy.

A Vibrant Tradition Ready to Innovate

Martres-Tolosane is not starting from scratch. The town already has all the ingredients for success:

• Active artisans who carry on the earthenware tradition.
• An arts high school that trains the new generation of ceramicists.
• Shared spaces like the “Terres d’avenir” workshop, where young professionals can start their businesses with affordable rent covered by the commune.
• Exhibition venues like the Grand Presbytère and the Earthenware Museum celebrate history and contemporary art.
• An annual festival that attracts around 10,000 visitors and a hundred exhibitors.

The challenge, therefore, is not to create something from nothing, but to connect all these dots to create a strong, innovative, and sustainable network.

The Recipe for Success: The Experts’ Advice

Valuable recommendations emerged from the intense workdays, a true roadmap for the future. We can summarise them in three main areas:

1. Innovate, but with Strong Roots in Tradition. Innovation should not erase the past, but enhance it. It is essential to listen to the needs of local craft professionals and encourage experimentation. This means offering training on new technologies like ceramic 3D printing, creating collaborative spaces, and supporting young entrepreneurs with incubation and mentoring programs.
2. Create a Strong and Collaborative Ecosystem. No artisan is an island. Success comes from creating a true community. It’s essential to map all stakeholders in the sector (artisans, suppliers, schools, designers) and actively involve them in developing new initiatives. It’s also necessary to create synergies with other sectors, such as tourism and gastronomy, to promote the territory in an integrated way and attract new visitors.
3. Shining a Spotlight on Martres-Tolosane. To attract talent, tourists, and businesses, it is crucial to know how to communicate. This means investing in a strong territorial brand, organising high-profile events, and participating in international fairs. It’s important to develop craft tourism offerings, with themed circuits and workshop visits, for an audience seeking authentic and sustainable experiences. Art must be visible everywhere, integrated into the town’s streets and squares, to tell everyone about its unique identity.

In summary, the experience of Martres-Tolosane shows that the future of craftsmanship is based on an approach that combines tradition and innovation, collaboration, and strategic promotion. It is an inspiring model not only for France but for any territory in Europe that wishes to enhance its cultural heritage to build lasting and sustainable development.