“Nuovi Sguardi”: a visual tale of Piedmont’s excellence and the essence of Made in Italy

There’s something profoundly human in the ability to look at the world with fresh eyes. That’s the spirit behind Nuovi Sguardi, the photography exhibition curated by Exclusive Brands Torino—an alliance of top-tier companies in the region—in collaboration with IED, the European Institute of Design in Turin. This project offers a unique and innovative visual narrative that celebrates iconic Made in Italy companies like Oscalito, highlighting values such as identity, craftsmanship, heritage, and everyday beauty.

The photographs featured in the exhibition were taken by students from IED’s Photography program. Their challenge: to visually capture the spirit of well-established businesses by revealing their most authentic essence. The result is a powerful, emotional collection of images, rich in meaning and artistic depth. Every shot tells a story; every detail reflects the excellence of Piedmont, shaped through a dialogue between generations, between creative thinking and business culture. Nuovi Sguardi reveals the emotional dimension of entrepreneurship—something that rarely comes through in figures or strategies. It shows the hands that create, the textures that come alive, and the workspaces experienced as places of meaning.

Right in the heart of Turin, Nuovi Sguardi becomes more than just an event—it’s a cultural and aesthetic experience. A reflection on the role companies play in shaping our contemporary imagination and on how visual language can create authentic human connections.

And it’s from these connections that the story you’re about to read begins—a journey through the beauty of craft, the identity of a region, and the silent power of looking deeply.

Index

1. Exclusive Brands Torino: where business, culture e territory meet
2. IED and the role of young creative talent
3. Craftsmanship and care: a focus on Oscalito
4. Piedmont, a land of excellence and inspiration
5. How and when to visit the exhibition

Exclusive Brands Torino: where business, culture e territory meet

Exclusive Brands Torino was born from a clear idea: to unite companies that represent the finest in Piedmontese craftsmanship under shared values of quality, sustainability, and innovation. Today, it is Italy’s first multisector network promoted by an industrial association—Unione Industriale di Torino—and a model of how business can also drive cultural engagement.

With Nuovi Sguardi, Exclusive Brands Torino brings its mission to life. The participating companies opened their doors to young photographers, offering not just spaces, but stories, people, and atmospheres to capture. The result is a virtuous synergy of creativity and production, vision and craftsmanship.

In a world of fast and often shallow visual communication, this project takes a different path—it slows down, looks deeper, and invites a thoughtful gaze. That’s the value of visual storytelling: no longer just aesthetic, but a testament to who we are and what we aspire to be.

IED and the role of young creative talent

This project was made possible through collaboration with IED Turin, one of the leading educational institutions in the fields of design, fashion, and visual communication.

The students involved were given the opportunity to engage directly with real companies, gaining firsthand experience of the dynamics within high-end businesses—and interpreting them through personal, uninhibited, and fresh perspectives. Photography became a powerful tool for storytelling. Through their lenses, these young creatives conveyed not just the material value of the products, but also their symbolic meaning. The companies entrusted their image to those who may not yet have industrial experience but possess a vision untouched by convention.

Projects like Nuovi Sguardi are a glimpse into the future of communication—where education meets production, vision becomes image, and business opens itself to the new.

Craftsmanship and care: a focus on Oscalito

Founded in Turin in 1936, Oscalito has always remained true to a production philosophy rooted in quality and sustainability. Every piece is crafted with care, using low-impact processes and only premium natural fibers like silk, Merino wool, and Egyptian cotton.

Oscalito’s contribution to Nuovi Sguardi is both meaningful and consistent. The images created by IED students portray the hands at work, the textures of the fabrics, and the mindful, deliberate gestures of the production process. Each frame reveals a quiet beauty, a sense of intimacy that reflects Oscalito’s essence.

This is the story of a business deeply connected to Piedmont, yet able to speak to the world through a universal language of care and quality. For Oscalito, participating in this initiative means reaffirming the true spirit of Made in Italy—not just as a label, but as a philosophy of doing. It’s part of a broader commitment to a more conscious and sustainable future.

Piedmont, a land of excellence and inspiration

Piedmont is not only home to companies like Oscalito. It’s also a region that inspires and welcomes creativity. With its rolling hills, historic cities, culinary richness, and artisanal traditions, it has long been a cradle of innovation.

Nuovi Sguardi is also a tribute to this heritage. Some of the images place company products within the Piedmontese landscape, weaving a story that blends material with place, product with territory. It’s an invitation to rediscover Piedmont—not only as a travel destination, but as a creative hub where businesses become ambassadors of culture.

It’s no coincidence that Nuovi Sguardi is hosted at the Galleria Subalpina, one of Turin’s most elegant venues. Located between Piazza Castello and Via Cesare Battisti, this architectural gem offers a setting where tradition and modernity meet.