Case history

Architects’ world congress.

The Scenario

In 2008, the International Union of Architects (UIA) organised its world congress in Turin. It was the first time the event was held in Italy and it had invited many renowned speakers, including Kengo Kuma, Massimiliano Fuksas, Mathias Klots, Peter Eisenman, Teodoro Gonzalez de Léon, Terunobu Fujimori, Dominique Perrault and 2006 Nobel Peace Prize winner Muhammad Yunus.

The Challenge

To develop a plan to build expectations and involvement during the period leading up to the event. Over 100 cultural events and architecture exhibitions followed on from the Congress. The city used the World Congress as a powerful international destination marketing lever, linking the high profile content with Turin’s continual artistic, cultural and architectural reinvention.