he European Union Intellectual Property Office (EUIPO) has launched its first podcast series “Creative Sparks. From inspiration to innovation”, a new way to explore how intellectual property connects with creativity and innovation across Europe.
The inaugural episode, titled “Crafted to last: from tradition to innovation”, introduces EUIPO’s latest competence on Craft and Industrial Geographical Indications (CIGIs), which entered into force on 1 December 2025. And it is part of the wider ‘GI Week’ programme of initiatives which brings together the Office’s key activities around the launch of this new responsibility, together with key partners.
Elisa Zaera, Deputy Director of the EUIPO Business Operation Department, and Audrey Aubard, Secretary General of the Fédération Française des Indications Géographiques Industrielles et Artisanales (FFIGIA) discuss how the new framework protects the know-how and tradition behind craft and industrial products and how it helps preserving EU countries cultural heritage while driving sustainable growth and innovation.
“It’s both about tradition and innovation,” says Elisa Zaera, who has been deeply involved in preparing the new CIGI system. “Innovation isn’t just about creating something new, it’s about refining and adapting traditional know-how.”, she added.
“This new system is a game-changer for local communities,” adds Audrey Aubard, representing the views of the producers and artisans. “It protects unique skills and gives artisans the visibility and credibility they deserve.”
Making IP closer
The podcast is part of the EUIPO’s determination to make intellectual property more accessible to all and engaging for Europeans, businesses and creators.
The EUIPO will issue monthly episodes and explore topics related to creativity and intellectual property as a tool to foster innovation and enhance competitiveness in EU in the digital era, among many others.
Listen to episode 1: “Crafted to Last: from tradition to innovation”