Turin polishes one of its most hidden jewels, with all the intention of putting it on display and being proud of it as soon as possible. It is about design, a note of style that – over time – has become a transversal actor among many sectors and even more productions.
The Mira observatory has tried to measure it, with the Circolo del Design as protagonist together with scholars, the Chamber of Commerce and Unioncamere. The ecosystem concerns design activities in the strict sense, but reaches manufacturing, services and much more.
5,300 jobs, 2,500 in Turin
The numbers speak of at least 5,300 jobs linked to this sector in Piedmont, with 2616 economic realities and a hard core of specialists (defined as “core design”) that 70% orbit around Turin city, where workers are at least 2,500. The roots and tradition are obviously Pininfarina and Giugiaro-Italdesign, but there is much more. There are many freelancers (72%). The turnover in 2020 is estimated at 376 million, while in the whole of Piedmont it rises to over 423 million.
In particular, this slice of the economy is made up of companies active in Communication (32% of employees), Product (34%), Spaces design and fittings (3%) and fashion design (10%).
There are those who drive (and those who are led)
But there are at least 992 “design driven” companies which, although they do not have design as their main activity, are still strongly influenced by it. From automotive to food. From Alessi to Bulgari, passing through FCA (now Stellantis) and Lavazza. Just to name a few.