Positive and sustainable art: in Venice the new phase of the CIP Land Art Project

Sustainable development is a global challenge that includes all components of society, from public institutions to private companies, passing through to individual citizens, from which there is no escape. Each of us is invited to contribute by adopting a responsible lifestyle before the Earth reaches the point of no return. With this in mind, in 2015, the United Nations developed and signed the 2030 Agenda, a program of action for people, planet and prosperity, consisting of 17 goals related to the three dimensions of sustainable development (economic, social and environmental) and able to address a wide range of issues, Such as poverty, inequality, climate change, environmental protection, access to water and energy, justice and peace, the right to education, and patterns of production and consumption.

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World Earth Day, celebrated on April 22, one month and one day after the vernal equinox, provides an important opportunity to reflect on the problems affecting the planet and to significantly promote awareness. On the Day dedicated to Our Planet, which this year coincided with the opening of the 59th Biennale Arte, the Lavazza Group, always attentive to the values ​​of sustainability, presented in Venice the new stage of the Art of the Earth Around the World project, Beyond the walls. Initiative created by #EmbracingVeniceallowing the audience to admire from the exclusive perspective of the North Arsenal’s Torre di Porta Nuova balcony, Saype’s monumental work, painted on a 300 m² grass carpet with 100% biodegradable dyes designed by the artist himself.

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In the center of the huge representation placed on a pontoon, a typical Venetian boat, two hands are represented stretching towards each other and shaking each other, in a fist that conveys trust and mutual assistance. Support for the Saype project is part of the path that the Lavazza Group has for some time been committed to drawing attention to the fragility of existence on Earth and emphasizing the protection of the environment through artistic languages.

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In fact, the Turin-based company believes in the idea of ​​“positive and sustainable” art, which is not an end in itself, but is able to raise awareness among the people it addresses and promote encounter and dialogue between intellectuals from different fields, with the aim of awakening the collective conscience of the need to work for the good Change.

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A commitment expressed in different expressive and visual ways, starting with the iconic calendar, but also supporting exhibitions and creating real creations. Among these, urban art has a special place, one example of which is the “TOward2030” project, which since 2018 has seen the production of murals inspired by the 17 United Nations Sustainable Development Goals, and has touched cities such as Turin in Italy. in the UK. Pioneering in the field of visual arts has prompted Lavazza to establish partnerships with leading institutions, such as the Peggy Guggenheim Group in Venice, as well as ensure its support for the Milan Triennale, Camera (Centro Italiano per la Fotografia) in Turin and some of the most important global events dedicated to art and thought.

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In recent years, in particular, the exhibition “Nazione delle Piante”, an immersive exhibition based on the theories of Stefano Mancuso hosted in the framework of the Broken Nature of the XXII Triennale di Milano in 2019, and “Rural, future”, a unique installation have been supported Held at the Solomon R. Guggenheim Museum in New York. Finally, in 2021, the collaboration with MUSE – Trento Science Museum was born with the opening of the renewable exhibition of sustainability and the Goal Zero Area, the beginning of a synergistic path between the two realities found in Goal Zero designed by Lavazza, a joint work to spread the message of the 2030 Agenda to the wider possible audience.

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Moreover, the day-to-day work of protecting sustainable development by the Turin-based company has deep roots and has seen a strong acceleration in the past 20 years. In 2004, with the birth of the Giuseppe and Berkeley Lavazza Foundation, the group identified programs to support the communities in which it operates and currently implements 31 projects, benefiting more than 130,000 coffee growers in 19 countries and 3 continents. In 2015, the first sustainability report was released on a voluntary basis, and with the aim of being able to transparently see the commitments made, in 2021, Blend for Better was created, a platform that communicates Lavazza’s concern for sustainability and outlines the current situation. In the field of corporate social responsibility to produce premium quality coffee in a responsible manner.

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