We use a comparative case study of two success stories during the early outbreak of COVID19 in Italy to investigate why some institutional logics are more likely than others to enable innovation. To explain why actors activating a professional logic innovated, we elaborate the Y-axis of the interinstitutional system and introduce the concepts of forma mentis and sources of motives. The comparative research design allows the development of a process model which outlines how differences in the content of institutional logics determines the likelihood of innovation generation. Our contribution is threefold. First, we proliferate theory on institutional logics and innovation; second, we suggest how processes of cultural entrepreneurship initiate; and finally, we integrate the institutional theory into research on innovation.