Why did ICSID choose Turin?
ICSID was looking for a city to host its headquarters, and Turin was one of the candidate cities. (The organisation ultimately took up residence in Montreal.) We participated because we thought it would be good for Turin to host another international organisation [in addition to several United Nations offices], and in particular one that dealt with the topic of design. Our proposal was more than a mere political one: we had the support of important foundations and of ADI, the Italian Association of Industrial Design. With our proposal we created strong international relationships, got to know players in the field of design worldwide, and were able to share the history of our city that is now reinventing itself. We just had the Winter Olympics, one of the events in this carefully prepared transformation trajectory. All this provoked a process whereby ICSID started focusing not just on the move of its headquarters, but also on its communication strategy. So our proposal and our changing
