In Porcari, in the heart of Tuscany, Viero Decoratives has recently launched an exciting new training project: Viero Bottega d’Arte. This initiative marks a significant evolution for the company, transforming the previous Viero Academy experience into an even more elaborate and ambitious version: a sort of creative workshop where artists and artisans can collaborate, learn, and grow alongside Viero Decoratives’ team of experts, supported by the quality of the products and immersed in the unique culture and atmosphere of Tuscany.
A new training vision for wall creatives
According to Elena Rosellini, Export Marketing Manager at Viero Decoratives, the creation of Viero Bottega d’Arte represents a crucial step in the company’s mission: “The transformation from Viero Academy into Viero Bottega d’Arte is not just a name change, but the most authentic expression of our mission and vision for the decorative world. Viero Decoratives has always had a clear goal: to elevate wall decoration to an artistic experience, blending tradition and innovation to offer unique and distinctive solutions. Our vision is rooted in a culture of excellence, continuous aesthetic research, and a commitment to creating authentic connections with the local area and the professionals who bring it to life. With Viero Bottega d’Arte, we’re taking a further step: we aim not only to train applicators, but to cultivate masters of decorative art. This new identity allows us to redefine the concept of training, enriching it with an experiential approach that goes beyond mere technical instruction, embracing the value of creativity and artistic sensibility. Viero Bottega d’Arte thus becomes a champion of artisanal knowledge, celebrating local culture and its connection to the local community. Our courses take place in environments designed to immerse participants in a context of authentic inspiration, where raw materials become tools for expressing beauty and identity.”
A workshop to turn passion into profession
One of the key innovations lies in the renewal of the training programmes. “We believe in high-quality training as a driver of growth,” continues Rosellini. “For this reason, Viero Bottega d’Arte offers highly specialised courses led by recognised industry experts. But what makes this experience unique is the direct involvement: participants not only learn techniques, but experience them, experiment with them, and reinterpret them according to their own style, refining their personal decorative language. Furthermore, we don’t just provide knowledge: we want to accompany our professionals throughout their journey. After each course, we offer a dedicated follow-up, technical support, and targeted consultations, because the value of training does not end in the classroom, but continues to develop over time, through real projects and concrete challenges. In other words, Viero Bottega d’Arte is more than an academy: it’s a laboratory of ideas, a forge of talent, a space where the art of decoration becomes an all-encompassing experience. It’s the place where passion turns into profession, and profession becomes art. This is our vision, and we enthusiastically invite industry professionals to be part of it. Because the future of decoration is written by skilled hands, open minds, and passionate hearts.”
The concept of “bottega” (workshop): a return to the origins of decoration
The idea of Viero Bottega d’Arte was born from reflecting on the origins of decoration and how, in ancient times, “know-how” was passed down. Indeed, traditionally, artistic apprenticeship began in workshops, where young people learned directly from masters. With Viero Bottega d’Arte, we return to this practical approach, creating an advanced environment frequented by creatives who share materials, tools, and techniques, generating ideas and skills for the future. A concept explained well by Fabrizio Da Prato, contemporary artist and master decorator for Viero Decoratives: “The transition from Academy to Bottega d’Arte (Art Workshop) was designed to immerse participants in a practical context from the very beginning. Here, learning happens through direct experience, stimulating creativity and innovation.” Viero Bottega d’Arte is indeed not just a place for theoretical and technical training, but a true laboratory to stimulate intellectual and material potential, including real on-site experiences. Here, we study and develop decorations, refining application techniques through practice as the primary learning method. “Participating in the Bottega d’Arte,” concludes Da Prato, “means becoming a complete artist-artisan, capable of conceiving, technically executing, and marketing their own work. This integrated approach is essential to face the challenges of the global market. Thus, our “bottega” moves in two complementary directions: one that promotes knowledge of the products starting from their very nature (focusing on standard effects, product compatibility, material value, and their historical context), ultimately leading to practical application aimed at encouraging innovative techniques and customised aesthetics based on the customers’ needs.”
An exclusive service for the international partner community
Viero Bottega d’Arte also aspires to become a reference point for the international community of decorators, artisans, and wall creatives, further strengthening the bonds and values that animate the extended Viero Decoratives family. Iacopo Petralli, Export Area Manager, underlines that “through this initiative, Viero Decoratives aims to create a global network of professionals who share knowledge, experiences, and passions, enriching the wall decoration scene by putting high-quality products in the hands of trained and conscious professionals. The Bottega d’Arte is designed to be a melting pot of cultures and skills, a way to transfer the concept of excellent artisan work to the international partner community present in 50 countries worldwide. By offering high-level training and a collaborative environment, we aim to build increasingly strong opportunities and connections with our partners, innovating and enhancing the art of wall decoration through our know-how and the excellence of our products.”
Discover the training opportunities for decorators – join Viero Bottega d’Arte!
Want to join the unique experience of Viero Bottega d’Arte? To discover in detail all the training opportunities designed by Viero Bottega d’Arte for wall creatives, read this in-depth article published on our blog. And if you want to speak with our team to organise a tailored experience, don’t hesitate: contact us today. Together, we’ll build the training path that best suits your needs.
