Cultural Entrepreneurship in the Creative Industry: The Story So Far of Androidus (AMKE) – Argastiri (KOINSEP)

By Giorgis A. Kalomoiris

For John Howkins, intellectual property is “the currency of our time,” forming the core of the creative economy. This concept is reflected in the efforts of states, regions, municipalities, and cities worldwide to revitalize the social and economic fabric of the places where people live, work, create, consume, and visit.

Within this framework, the creators’ economy is built on culture as a multidimensional force—one that goes beyond culture, heritage, and history to act as a driving engine for new forms of work, the utilization of cultural capital, and the upgrading of our living environments.

At its core, the definition of the creative economy attempts to bridge two timeless concepts through innovation, talent, new technologies, and other skills that, in interaction, can generate value and wealth. As part of the so-called “new economies,” it provides strong momentum to the creative industries, including digital media, publishing, crafts, visual arts, music, entertainment, design, photography and video production, as well as hybrid combinations of all these fields.

Recognizing as early as 2017 this alternative world of work, employment, cultural creation, and interdisciplinary collaboration, we gradually formed the cultural network of Androidus and Argastiri. Operating through two legal entities (AMKE and KOINSEP), we established a foundation upon which we could build and experiment with our own approach to cultural entrepreneurship.

In a country lacking a clearly defined political, legal, and labor framework around cultural production, from our inception we sought to leverage the cultural capital of our region through a threefold approach: preservation, interaction, and dissemination of cultural elements. This was achieved through participatory design (oral history, ethnographic documentaries, cultural studies, thematic workshops, and events), powered by cutting-edge technologies (digital repositories, virtual and augmented reality).

Essentially, working on a blank canvas—without predefined guidelines—and drawing from international examples, field experience, and valuable collaborations with institutions, organizations, universities, and research centers, as well as the strategic support of the Municipality of Anogeia, we carved out our own path. We remain committed to the belief that rural Greece possesses the potential and momentum for innovation, design, and active cultural production.

With 2019 as a milestone, we launched our operational cycle through the design of the IDAology research program (Pastoral life on Psiloritis as a digital cultural heritage repository and a virtual and augmented reality experience for the communities of the Ida UNESCO Geopark). At the same time, we highlighted cultural perspectives through “Epimenidis – The Return of the Mountains,” organizing an open forum of ideas focused on tools for rebuilding rural societies through cultural management, research, sciences, arts, and essential synergies for shaping a new community economy.

During the same period, we also initiated the process of registering pastoral life and the shepherding world of Psiloritis in the National Inventory of Intangible Cultural Heritage, through a collective effort involving researchers, academics, municipalities, organizations, cooperatives, and shepherds.

During the pandemic years, as digitalization rapidly integrated into everyday life, we found the space to develop our vision, recognizing how quickly the world was transforming and opening new pathways for digital culture.

Our journey so far—from the “here” of our local place to the “everywhere” of the global landscape—is reflected in actions such as oral history repositories, digital archives, navigation and augmented reality applications, thematic conferences, cultural events in emblematic archaeological sites, and participation in European calls, scientific conferences, and international consortia.

Our core ambition remains to act as cultural satellites—developing an orbit from our small yet elevated base at 800 meters in Anogeia toward a broader, borderless engagement with metropolitan centers and communities around the world.

After four years of application development, project implementation, and cultural interaction, 2023 marked the beginning of our roadmap for disseminating our work beyond Crete.

Our participation in international cultural exhibitions and conferences—such as Istanbul Heritage Expo 2023 and Museums + Heritage Show 2023—served as a key milestone in expanding our presence and outreach from East to West (http://expoheritage.com). From Istanbul—the historic crossroads of civilizations—to the vibrant cultural industry hub of London, we engaged with dynamic ecosystems of cultural creation that are actively shaping a new generation of creators and cultural ambassadors (https://show.museumsandheritage.com).

In these major cultural events, Greece was represented indirectly through research programs and museum presentations. At the exhibition level, we were the only Greek participation, supported by the Municipality of Anogeia and Aegean Airlines.

As we approached the completion of the IDAology research consortium, we chose to introduce it to an international audience—creating opportunities to promote cultural heritage through authenticity, inclusivity, and interaction.

By presenting a virtual journey into the shepherding world of Psiloritis—a “living” digital book for children with 3D narrators, alongside a digital archive of data, knowledge, and stories from the mountain’s people—we carried with us fragments of our local history into a global dialogue.

This outward expansion and networking with new institutions—public authorities, research organizations, businesses, and investment centers in the cultural economy—equipped us with new tools and perspectives for the future of our activities.

In a world of shrinking distances, increasing speeds, and growing incentives for collaboration and synergy, the creators’ economy is emerging as a key mechanism for reshaping broader models of life—from local communities to entire countries and transnational unions such as the European Union.

Within this spectrum, culture—freed from a purely museum-centered perception of heritage—can function as a development accelerator, transforming regions into active, multidimensional hubs of creation.

A hub that revitalizes the economy, activates civil society, and connects production sectors—ultimately building a human-centered cultural industry based on the triad: Human – Culture – Environment.

For further information, click here: https://ayla.culture.gr/i-voskiki-kai-o-kosmos-tou-voskou-ston-psiloreiti-2021/ http://www.androidus.gr/gr/projects

Giorgis A. Kalomoiris is a PhD Candidate in Cultural Planning, Scientific Coordinator of the IDAology Research Program, and Founder & Curator of the cultural network Androidus Project Tank (AMKE) & Argastiri – Culture, Research & Innovation (KOINSEP).