Look of the City 2011 - Torino

Lead Designer
ClientIco Migliore
Prize(s)3rd Place in Architecture Categories / Urban Design
Entry Description

Italo Lupi, Ico Migliore, Mara Servetto, together conceived a new communication graphic design and a specific urban dress for the Look of the City 2011 of Torino and Venaria Reale on the occasion of the 150th anniversary of the Italian unification.
The project spread to the Officine Grandi Riparazioni where they developed the graphic project in addition to the signage exposition elements. The bright installation of white, red and green light on the Mole Antonelliana becomes a strong resumptive symbol of the nine-month celebrations.


Italo Lupi, architect. Art director of DOMUS magazine for six years and then until 2007, editor and art director of ABITARE international magazine on architecture, art and design.
He is Royal Designer in London, but lives and works in Milan designing for graphics and exhibition layouts.

Ico Migliore and Mara Servetto, co-founders of Migliore+Servetto Architetti Associati, create, together with an international team of architects and designers, projects on various scales: from architecture to urban design, from interiors to communication, where places are interpreted as active interfaces, tools of elective communication between companies / institutions and the public.
Among the works, Migliore+Servetto designed: the Chopin Muzeum permanent exhibition, opened in Warsaw in March 2010, the exhibition project, coordinated image and catalogue graphics of the great itinerant retrospective “Coats! Max Mara 55 Years of Italian Fashion”, in Berlin 2006, Tokyo 2007, Beijing 2008 and Moscow 2011. In New York, Chelsea, they have just designed the headquarters for the new digital media company Media Bend Capital and in 2002 in Los Angeles they designed Dante Ferretti ehxibition at Lacma Museum and at the Academy of Motion Picture Arts and Science.
Ico Migliore and Mara Servetto are teachers at Polytechnic University of Milan where, until 1993, they worked alongside Achille Castiglioni. Ico Migliore teaches at the Design faculty in Milan and is also a visiting professor at Tokyo Zokei University and Kuwazawa Design School in Tokyo. Mara Servetto teaches at the Architecture faculty in Milan and is also a visiting professor at Joshibi University of Tokyo.