CREATIVE BRIEF
In 2008 Turin will celebrate its global impact on modern design
Torino 2008 World
Design Capital’s
offices are suitably
stylishText: Mark Lupton
Although it is home to Italy’s most important industries, Turin has long been considered a grey and unimaginative place. The most positive thing you’re likely to hear is that the city offers plenty of employment opportunities — people from every corner of Italy have come to work in its flourishing car industry.
However, Turin’s image has undergone a recent sea change. In 2006 the city hosted the Winter Olympics, and this year it has been given the prestigious title of World Design Capital by the International Council of Societies of Industrial Design (ICSID). To mark this honour, a series of exhibitions will be held throughout 2008 showcasing some of the finest contemporary design produced in Turin and highlighting the city’s contribution to the global fashion business.
“We want to show the general public that design has the power to improve everyone’s quality of life,” says Professor Peter Zec, president of ICSID. “But it’s not just about that. It also provides an opportunity to show everyone how design has enabled our city to change from a purely industrial centre into a vibrant, forward-looking European capital.” According to Zec, design has always lain at the heart of Turin’s culture, economy and society. “The problem is that until nowthis aspect of the city has never been officially recognised. This event will finally give Turin the worldwide visibility it deserves,” he says. “The Piedmontese capital is a brain bank, a laboratory of ideas, know-how and creativity which is constantly reinventing itself.”
L’Alfa Romeo Spider,
progettata dalla torinese
PininfarinaTurin has all the elements needed for design, from concept and development to machine tool workshops. All these will be reflected in the year’s events, which are divided into four themes, each focusing on a specific application of contemporary design.
The first section, Public Design, will encourage people to think about design as something that goes beyond everyday fashion or aesthetics. Economy and Design will focus on the contribution design makes to business innovation. The goal of Education and Design is to explore the key role played by design in teaching and learning, from primary school through to university. Finally, the Politics of Design section will debate what government should do to promote design innovation.
The year’s main events are dedicated to the role of design in the IT and automotive industries. In March, the computing giant Olivetti presents its vision in an exhibition, entitled Una Bella Societé (A Good Society), curated by design historian and critic Enrico Morteo. This will be followed in September by a showcase of the best in Italian car design. The Dream exhibition will focus on Fiat and Lancia, but independent car manufacturers, coachbuilders and designers will also be represented. This exhibition will cover a broad spectrum, from the fantasy cars of the second half of the 20th century to the more environmentally friendly concept cars of recent years.
Designing with light in
Piazza CastelloThe high profile lent by the exhibitions should give a boost to tourism. It will also give businesses the chance to prove their credentials on a European and international level.
“The advantages will be both cultural and economic,” says Paola Zini, director of Torino 2008 World Design Capital. “We’re expecting around 1.5 million tourists this year, who will bring a great deal of income for the local economy. But, in a sense, the entire country will be on show. Turin has been called upon to represent the design culture and traditions of the whole country. This means that we will be promoting the value of products "Made in Italy’ on an international level.”
So what better excuse to go to Turin than to experience the best in Italian style at first hand?
CLASSIC DESIGN FROM TURIN
Superga tennis shoe (1913)
Martini logo (1929)
Fiat 500 (1957)
Kappa logo (1969)