Furniture is a durable choice reflecting functional, but also psychological, social, and cultural needs. The ideal home would like furniture designed to be ordered by each user. This would enhance the role of the artisan who produces unique pieces, even concerning the space limits of the premises. Artisanal products are often opposed to inexpensive industrial standardised ones. Is there only competition or even collaborations between industry and craftsmanship? Through a qualitative analysis, the study illustrates the possible relationships between industrial, commercial, and craft companies, especially to customise standardised products, thus trying to respond to the specific needs of each customer, without an excessive increase in price. To this end, industries could have their laboratories. However, merchants could make these adjustments. Both could instead use the external consultancy of the artisans. Alongside the typical activities, the artisans could thus plan further work areas.
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