Immerse yourself in the city. In its breathing neighborhoods, in the voices bouncing off the arcades, in the lights slicing through the Po at sunset. The people, the culture, the food pressed together on a Saturday morning at the Balon market, in the cool nights at the Murazzi and Docks Dora, and in the silence of Sunday mornings.

TOlove is a step into Turin. A step taken slowly, like someone discovering something for the first time. It tells the city through its folds, its shadows, its secrets. Like a friend whispering in your ear: “Come, let me show you something.”

Twenty years of TOlove. Twenty years of love for Turin.

It was 2004. The internet was coming to life quietly, without the buzz of social media. There were blogs. There were words written for those who cared to read them. Turin was not yet the Instagrammable city it is today but had that beauty that reveals itself to those who know how to look.

The ’90s had been a push, a gust of wind that swept away old abandoned factories but brought fresh air. Music, culture, nights at Giancarlo’s and Doctor Sax called people even from Milan; beats pulsed in warehouses. Yet there was still that distant echo, that tired narrative of a gray, industrial Turin, almost forgotten.

But beneath it all, Turin was something else. It was streets to wander without purpose, suspended atmospheres, corners that told stories to those who knew how to listen. A charm that didn’t impose itself but lingered quietly behind its understated Savoy elegance.

And so TOlove was born with the idea of a map. A secret Turin to discover piece by piece, like a collection of Polaroids. The itineraries were journeys through the city filled with contrasts and wonder. Every day, a small detail captured in a photograph. Back then, it wasn’t common to walk around with a camera slung over your shoulder; phones didn’t take pictures yet, and stopping to capture a detail seemed almost like an artist’s whim.

Then came 2006 and the Olympics. And Turin began to show itself to the world slowly, with its discreet elegance. And gradually, that love became collective.

TOlove is still here for those who walk, for those who observe, for those who love Turin.

TOlove is a non-profit website and does not represent a journalistic publication as it is updated without any regular periodicity. Therefore, it does not constitute an “editorial product.”