The Committee 150 is asking creators to conceive the title of the exhibition about the “Future”, which should be easy to recognize and recall by the general public.

The title, as one of the main items identifying the exhibition, will be printed on all materials to be designed for the exhibition, both indoors and outdoors. 

The exhibition will take place inside one of the two legs that make up the fascinating space that was the OGR (Officine Grandi Riparazioni - Train Maintenance Workshops, one of the monuments of Turinese industry where trains used to be built. The other leg will be dedicated to exhibitions on “History and Identity”, titled "MAKING ITALIANS”.

Both exhibitions are linked by their inevitable closeness and continuity, both in terms of time and space.  

The exhibition on the “Future”, sprawling over approximately 6,000 m2, presents visitors with scenarios of a future that feels both near and immediate, comprising a selection of innovations, solutions and discoveries that today are laying the foundations to change the way we live tomorrow.

The course of this exhibition includes a series of stations, each with imposing architecture that has a dreamlike flavor and delves into a topic of everyday life (home living, the body, mobility, work, and the community). These topics also include two overarching questions, how we will communicate and how we will think.

The succession of these stations does not force visitors to follow a given path, instead it frees them to move around the space and experience all the sensory and perceptive stimuli it offers, making them play the role of a true explorer.

Inclusiveness is the main feature of the Experiencing Italy event program. It is also an activity that wants to explore the possible future as an experience that affects each one of us. 

This exhibition wants to speak to the broadest public possible, both in terms of age and socio-cultural characteristics. However, this does not take from the fact that the main target of this project is made up of young and young – adult men and women: this is the part of the population that, due to their education and inclination, is quite curious, easily adopting innovations and discoveries that, in a few decades, will become mainstream for all.

This event represents the opportunity to know and research about the near future, a time of innovation but also of participation and individual responsibility to the society where we live. Thus, the objective is to guide visitors, first to understand and then to visualize their own future.

The naming must evoke:

the idea of a possible and near future to explore and to actively help build

The exhibition is a time to “experience” the world of tomorrow today. Visitors will be able to know the ideas, and touch, see and test the solutions that will become reality in just a few years.

They can also obtain specific content they can take home: in fact, each will receive a kit where they can store printed and digital material that explains in more detail the topics of the displays, so they can continue “visiting” the exhibition from the comfort of their own home.

INFORMAL: we will not speak “industry jargon” but talk to all

OPEN: it does not impose a tour to be followed; it allows for different speeds and modularity according to the preferences and curiosity of the visitors.

CONCRETE: it communicates ideas and uses tools and objects connected to actual everyday life.

CROSS-MEDIA: it moves nimbly between the different multimedia languages, making broad use of the Internet as the main communication channel.

The exhibition title, as its identifying feature, will be present in all communication elements regardless of their level or format (brochure, Italy 150 web site, advertising campaigns, and promotion activities and tools for the event).