World Design Capital 2008 – Turin leads the way

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By Ania Dardas

Often referred to as the automobile capital of Italy – and it was also actually the first capital of the newly-unified Italy for three years from 1861 – Turin is associated primarily with the Shroud of Turin and being the headquarters of the FIAT Group in the minds of many people.

In recent years, however, Turin has been associated with quite a bit more. Selected to host the 2006 Winter Olympics, the city has since undergone the slow and steady change that is the result of a deliberate, strategic plan to transform the city from an industrial production-oriented area into a modern, international center for planning and design, with a focus on research and innovation. These concerted and systematic efforts are behind the choice of Turin as the World Design Capital 2008.

First World Design Capital

Turin is the first city to be designated World Design Capital and is excited to be “beta testing” this honor. The Mayor of the City of Turin, Sergio Chiamparino, stated: “Over the past 10 years, Turin has engaged in a new strategy of urban renewal to build on our industrial roots to redesign the city’s identity and diversify its economy. The appointment of this prestigious award is a reflection of our commitment to the effective use of design.”

This is the moment to point out that there is much more to Turin than the FIAT group. The city actually has a strong tradition of design and engineering that is fostered by local institutions with top-level industrial design courses. Supporting the automotive sector are more than 20 companies in car body design and engineering centers, which include Bertone, Italdesign-Giugiaro and Pininfarina, as well as any number of car component companies.

In addition to cars, there are companies specializing in train design, aeronautics, aviation and aerospace, boats and yachts, mechanics and precision instruments, automation and robotics, electronics and ICT, household goods, gold jewelry, textiles, sportswear, “techno-textiles”, sweets, coffee and drinks, to mention just a few. And there are many household names among them: next time you fill your Alessi coffee cups with Lavazza coffee and pop a Ferrero chocolate on the saucer, or buy friends a bottle of Martini, Bacardi or Cinzano, you are paying tribute to ideas, skills and design that come from Turin.

What differentiates Turin from many other cities today is its belief in design as a tool for transformation and socio-economic change and that is a strong reason behind its selection as the first World Design Capital.

So, what’s it all about?

The designation “World Design Capital” was created by ICSID (International Council of Societies of Industrial Design), and ICOGRADA (International Council of Graphic Design Associations) on behalf of IDA (International Design Alliance). The World Design Capital project belongs to IDA.

Back in 2003, when ICSID and ICOGRADA were hunting for a new home for their joint secretariats, they invited cities to participate in a competition to be considered as a host location. The response was overwhelming, with 34 cities taking part. It became clear to the ICSID and ICOGRADA that there were many municipalities that wanted to achieve recognition for their contribution to the design industry. This therefore became a biennial competition that identifies and recognizes cities that are systematically applying design in social, economic and cultural domains in order to revitalize and reinvent their urban community and networks.

Why take part?

It’s a great title, but are there any tangible benefits to being a World Design Capital? Throughout its year of office, the World Design Capital undertakes to plan a series of design events. The events, in their many forms, all have a very practical edge and are designed to attract a variety of audiences with a variety of goals.

The resulting activities aim to improve quality of life within the city, attract investors and creative people and, as a result, strengthen the city’s economic development. In addition, the city gains visibility as a center of creativity and innovation, positions itself as a leading city of design on the international stage, taps into an international network of designers and builds a global image.

Green is the color

The color that will turn up most frequently in Turin next year is green: light green, dark green, lush green, racing green, spring green and, indeed, any kind of green that you can create using the Pantone color system. The range of shades in use is an indication of the flexibility and freedom to combine elements – wherever and however – that Turin is supporting in its quest to be transformed by design.

Green is also one of the colors to which the eye is most sensitive and a color strongly associated with renewal. Turin will be green in 2008.

Turin’s calendar for 2008

2008 will be shaped by four main themes that progress with the seasons, each with a main event and main exhibit. These will be complemented by a broad range of activities that fall into the categories of special projects, events, exhibits, conferences, trade fairs and school projects.

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