Invited City

This year, Turin will be the guest city of the Madrid Design Festival. In 2014, Turin became a UNESCO “Creative City” in the field of design. Among other things, this city in the north of Italy was the birthplace of the Olivetti typewriter and the car manufacturer Fiat, two icons of the 20th century.

The COAM venue will host a talk given by Giorgetto Giugiaro, one of the great figures in Italian car design, and a talk by Turin representatives discussing the challenges brought by the modern city through the parallelism between Madrid and Turin. Also, the brand exhibition called MARCA, that displays everyday objects, will be organised with the help of designers and craftsmen/women from the province of Turin and held in Madrid.

On the other hand, the Italian Embassy, together with the Consulate General of Italy in Barcelona, INTERNI Magazine, the Chartered Institutes of Architects in Madrid, the Association of Designers of Madrid and the Association of Industrial Design to Foster Arts and Design in Barcelona, launched a competition called Design. A trip between Italy and Spain.

This competition supports the value of Italian design in Spain and its spreading across design academies, schools and universities and among young professionals, fostering the connection between the Spanish creative world and Italian businesses in the industry.

An international panel of judges has chosen the best projects devoted to the theme The Identity Object that will be announced in Madrid on the occasion of the Italian Design Day 2020.

Consult it’s programming at the Festival:

from 06.02.20 a 27.02.20

MARCA, is a collection of objects for daily use, the result of collaboration between selected designers and manufacturing companies located in the province of Turin. The project is promoted and supported by the Turin Chamber of Commerce, in collaboration with the Piemonte Agency, and is conceived and curated by Barbara Brondi and Marco Rainò.

MARCA represents the excellence of the territory of Turin, activating a fruitful cooperation between institutions, designers and companies with the aim of improving the creative abilities of designers and the consolidated technical knowledge of manufacturers.

The project is based on the assumption that objects can tell a story, express a thought and can reveal the creativity and "know-how" of the designer and manufacturer, qualities that certainly do not lack the business background of Turin and deserve to be known in Italy and abroad.

The objects included in the MARCA catalog are designed to be easily assembled by the end user. The production of all components is managed by the company, while the object in its final configuration is created by the user that combines the parts included in a kit with the help of useful graphic instructions to guide the end user through the phases of assembly. The assembly is always characterized by a great possibility of interpretation by the user, ensuring a wide range of combinations between the various parts that make up each object and a certain "uniqueness" of the final product.



Dates: February 6 to 27
Visiting hours: Tuesday to Friday from 4pm to 9pm. Saturdays and Hollydays from 11am to 9pm
Place: Central de Diseño_DIMAD
Admission: Free 

16:00 a 21:00

Giorgetto Giugiaro will talk about Turin design and its history - linked to production, especially to the automobile sector, which has expressed and still expresses worldwide excellence, not forgetting the important designs of brands and social design. Excellencies that could not exist without very high level training institutions since their origins, and that attract students and professionals from all over the world to Turin every year, such as the Politecnico di Torino, the IAAD Istituto d'Arte Applicata and Design, the IED Istituto Europeo di Design, etc.


Major Conferences / Turín Guest City
COAM. Salón de actos
Thursday, February 13
4pm - 4:45pm

16:00 a 16:45
Entrada genérica

Some of the realities of urban design that hold important appointments of international relevance (in October every year) will be present. Among these Graphic Days dedicated to visual design, Torino Stratosferica first festival of City Making, Circolo del Design, center that organizes education and training in the design field and its enhancement, the Architecture Festival 2020. An unanimous story, that will give voice also to some important experiences regards design aimed to make the city accessible and inclusive such as HacKability, Mind –Mad in Design, etc.


Major Conferences
COAM. Salón de Actos
Saturday, February 15
7:00pm - 8:00pm

19:00 a 20:00
Entrada genérica