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The present paper aims to discuss one possible dimension of crosspollination, the one emerging from the overlap between the domain of arts and that of management. This paper intends to investigate how a re-imagined design process of cultural-sensitive products, those with cultural codes embedded, could develop new avenues for business and social value, boosting as a long term value the Cultural HeritageOs growth. More specifically, the present paper proposes the analysis and interpretation of an open innovation project launched by the Rijks Museum and joined by Droog. Using the data which emerged from this experience, the work proposes a model of sustainable cultural development, opening a new perspective on the relationship between cultural and creative industries.

Reimagining the Design in the Middle Earth: From Design Driven Innovation to Design Boosted Cultural Heritage