"Design concept is TURN's mission focus. Starting from the definition of three main categories - Product Design (things), Environmental Design (places), Communication Design (messages) as given by Norman Potter in his essay What is a designer (1968) - TURN thinks the word design as a broad and up-to-date term, reflecting how a designer can rethink its society and look for a role in it following its own insight and courage, its mind's openness and creativity. TURN loves Turin and believes in its future. That's why TURN takes in charge the role of primary interface towards the local administration - letting people understand which is the new Turin's creativity asset inside a strategical planning for the city. Every single associate works with passion keeping in mind Turin's fate and its design. So TURN represents a careful watcher of planning and communication quality inside the city and its governance activities."