For the city, with the city and in the city: the roots of our manifesto

by La redazione di Boniviri

Published date: May 9, 2022

If in Milan it is possible to stroll through the Sicilian countryside during the Sunday ritual of shopping, it is thanks to Federica Montelli, creator of the Earth Lovers. Small habits, big changes project, which has transformed the oldest and most solemn cathedral of shopping into a journey through the brands that are reinventing the future in the name of sustainability. The appointment is on the sixth floor, where the artistic installation Fuori Campo is located, created for the occasion by Boniviri with the aim of telling stories, values ​​and products of Sicilian farmers and raising awareness among consumers about the importance of responsible choices at the table.

A thick carpet of almond shells welcomes us. Alessandra Tranchina, co-founder of the start-up and creator of the installation, explains that they come from processing waste and that, at the end of the event, they will live a third life. Nothing is wasted in the countryside.

“It takes courage, I think, to accept a project like this up here,” says Federica. “We want brands to express themselves freely, always in harmony with our concepts.” Earth Lovers was born in 2021 after several projects developed by Rinascente on the theme of sustainability, such as the installation by Sabine Marcelis, a Dutch designer who in 2019 created an avenue of olive trees in Piazza Duomo, in front of the store.

Perhaps this is the secret of the eternal youth of Rinascente, which, despite having turned 100, is more alive than ever.

“My job requires study and research,” says Federica. She chose “patience.” “I really care about selecting authentic brands that can express our values ​​and attention to the territory.” For Rinascente, giving back to the territory means being present with the store for the city, with the city and in the city through valuable projects.

Our gaze lingers on the faces of the Boniviri farmers printed on large posters suspended above the table. Many are young and with their energetic smiles they tell stories of people who want to take charge of the future. “Earth Lovers is our contribution to a better tomorrow. Something is changing, young people are much more attentive to sustainability, but it is not enough. It is important to create educational paths through initiatives like this”.

Our walk in the countryside is over, Federica says goodbye and leaves, crossing the carpet that now plays the symphony of the countryside like an expert. I decide to stay here a little longer to observe, hidden behind the ancient columns. In the meantime, it is time for the children to go. While the rest of the family walks away, the youngest stays behind pretending to be tired. He looks around furtively, snaps a handful of shells, puts them in his tight pocket and leaves. Happy.

The circle is closed, the miracle of the campaign is accomplished. I am happy too: the Earth, from today, has one more friend.

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