The Deputy Mayor in charge of Culture of the City of Torino Maurizio Braccialarghe went on a mission to Helsinki in Finland, on September 6th and 7th, to represent Torino, appointed by ICSID as the first World Design Capital back in 2008 and invited to take part in the exhibition-event "Helsinki International Design House Exhibition: everyday discoveries" within the framework of Helsinki World Design Capital 2012.

On this occasion a stand was staged to present the design system of Torino to the wide public of the exhibition. The realization of the stage was supported by the Chamber of Commerce of the Torino and Piemonte Agency for Investments, Export and Tourism within the framework of "To-design in the World", a project conceived to promote the designers from Piedmont on the foreign markets.

Beside the stand fully dedicated to Torino, the city was invited to represent Italy at the international exhibition "Everyday Discoveries" in which every hosted country exposed a design object for each of the thematic areas that the exhibition was made of. Once again Torino has been recognized as the cradle, as well as the ambassador in the world, of a national excellence. The tourist promotion of Torino was taken care of by Turismo Torino e Provincia, which was in Helsinki on the occasion with a dedicated info point.

During his mission the Deputy Mayor was also welcomed by the Deputy Mayor in charge Education, Culture and Personal Affairs of the City of Helsinki Ritva Viljanen.
During the same days, 13 Piedmontese companies followed a scheduled of b2b meetings with Finnish partners. In addition, the Faculty of Architecture and Design of the Politecnico of Torino, the European Institute of Design of Torino and the Applied Arts Institute of Torino held two introducing workshops on the issue "Torino, design training city" and had some meetings with the Aalto University.

Torino was also the protagonist of a presentation at the House of the Italian Ambassador in Helsinki Giorgio Visetti; such initiative reached a high profile public: Finnish institutions, specialized press in the fields of tourism, life style, design and luxury as well as the most important tour operators.