November 7, 2025 | DESIGN & INTERIORS
MARCO & IPPOLITA:
the VISIONARIES BEHIND ARTEMEST
words Onur Basturk
photos Tomaso Lisca and Luca Argenton (L’Appartamento)
Shaping a global home for Italian craft and contemporary design.
L’Appartamento by Artemest was undoubtedly one of the standout projects at Milan Design Week 2025. Curated within Palazzo Donizetti, the exhibition was filled with such memorable pieces that I vividly recall getting lost among the colors and textures, examining each one in detail. Every corner of Palazzo Donizetti seemed to tell its own unique story—which, after all, is what we appreciate the most, isn't it? It's the narrative that emerges when great design pieces come together. This curiosity led me directly to Artemest founders Marco Credendino and Ippolita Rostagno—I truly wanted to understand the vision behind Artemest.
A DIGITAL STAGE FOR ITALIAN CRAFT
You founded Artemest in 2015 with the mission of introducing Italian craftsmanship to a global audience. Could you share why you opted for a digital approach?
Italian craftsmanship is celebrated worldwide for its beauty and centuries-old traditions. Yet, much of it remained hidden away in remote locations and small ateliers, often inaccessible to international connoisseurs and interior design studios unless they traveled directly to Italy. When we founded Artemest, our goal was to share these artisan stories and their unique creations with a broader audience—and what better way than through a digital platform? Beyond simply showcasing products, we tell their stories, provide videos of how pieces are crafted, and offer narrative context for each object.
Your journeys across Italy are central to Artemest’s identity. Have there been any unforgettable encounters during these trips?
Absolutely, these journeys are the most enriching part of our endeavor. One particularly meaningful encounter occurred at the very beginning of Artemest's journey, while the idea was still taking shape. I met Simone and Francesca from Bronzetto, a Florentine atelier specializing in artistic brasswork. Their Wormhole floor lamp became one of the first products we ever featured. This encounter still embodies the collaborative spirit at the heart of everything we do.
SELECTING THE MASTERS
What are your criteria when selecting artisans?
We seek fundamental elements such as excellence in craftsmanship, a deep connection to local heritage, a desire for innovation, and a collaborative spirit. It’s a deeply human process. We’re not merely showcasing objects; we’re building a community.
And when selecting pieces, what elements do you prioritize—craftsmanship, storytelling, innovation, or a combination of all three?
All three elements are essential. Craftsmanship is the foundation—it must be impeccable. But we also look for pieces that carry a narrative, where the technique, material, or form connects to a region, a history, or a cultural theme. Innovation brings relevance, ensuring that the objects we present are not just rooted in the past but also meaningful in today’s design landscape and trends.
SUSTAINING HERITAGE
How do values like sustainability and cultural heritage shape your relationships with artisans? How do you maintain traditions while embracing innovation?
For us, sustainability means cultural and artistic sustainability—preserving centuries-old knowledge and ensuring these crafts continue to thrive for future generations. We view ourselves both as guardians and facilitators, honoring the past while ensuring relevance today. Innovation doesn’t replace tradition; instead, it provides new purpose and meaning within the contemporary world.
DESIGN COMES ALIVE AT PALAZZO DONIZETTI
L’Appartamento by Artemest at Palazzo Donizetti during Milan Design Week 2025 garnered significant attention. What was the concept behind the project?
For Milan Design Week 2025, celebrating our 10th anniversary, we presented the third edition of L’Appartamento by Artemest—a project close to our hearts, born from our passion to showcase how craftsmanship and design exist in real-life spaces. The exhibition was a showhouse celebrating the timeless allure of Italian craftsmanship and design through the lens of internationally renowned designers. This year we collaborated with 1508 London, Champalimaud Design, Meyer Davis, Nebras Aljoaib, Romanek Design Studio, and Simone Haag, each transforming different rooms within the palazzo. They featured furniture, lighting, home décor, and art pieces curated from 180 of Italy’s finest artisans, brands, and artists. Visitors described the experience as profoundly emotional, noting how each space told a unique story and evoked a powerful sense of place, culture, and timelessness.
Will these physical experiences continue? How do you see them evolving alongside your digital platform?
Absolutely! These physical experiences are not a departure from our digital roots but an extension of them. While our digital platform provides broad reach and scale, physical projects add depth and atmosphere to our storytelling. We want visitors to experience the artisans we represent firsthand, engaging emotionally and physically with spaces rich in stories.
LEARNING FROM CRAFT
Ippolita, what was the most impactful moment in your creative journey, and how did it shape Artemest's philosophy?
My most formative experience was studying sculpture and ceramics for five years at the Istituto d'Arte in Florence. The focus was deeply rooted in craftsmanship, and my greatest lesson was that there are no shortcuts—you must invest countless hours, months, and even years to genuinely master your craft. The intimacy, solitude, and physical intensity of artistic practice instill a unique fearlessness. My profound gratitude for this knowledge inspired me to establish Artemest, ensuring the transfer of these valuable Italian artisan skills to younger generations.
With your background in modern dance, do you see a connection between movement and design?
Dance teaches essential design elements—flow, form, and emotion. It provided me with an intuitive understanding of how space and objects interact with the body. To me, design is choreography in three dimensions, with every piece meant to move and communicate within its environment.
BEYOND E-COMMERCE
Marco, coming from a digital entrepreneurship background, how did you approach building a platform highlighting craftsmanship’s tactile, nuanced qualities?
It was challenging yet exhilarating! From the outset, we knew Artemest couldn't operate as a conventional e-commerce site. We had to approach it as curators and storytellers. Our goal was to translate touch into visuals and heritage into text—to essentially make the intangible tangible. We focused heavily on photography, editorial content, and immersive design experiences, creating digital windows into the artisan world through studio visits, interviews, and behind-the-scenes footage. Our mission was always to build trust, emotional connections, and desire in a digital space without losing the essence of exceptional Italian craftsmanship and design.
