Publication date: May 9, 2022
If in Milan it is possible to stroll through the Sicilian countryside during the Sunday shopping ritual, it is thanks to Federica Montelli, creator of the project Earth Lovers. Small habits, big changes, who transformed the oldest and most solemn shopping cathedral into a journey among 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 consumer awareness about the importance of responsible choices at the table.
A dense 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 have a third life. Nothing is wasted in the countryside.
“It takes courage, I believe, to accept a project like this up here,” says Federica. “We want the 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 olive tree avenue in Piazza Duomo, in front of the store.
Perhaps this is the secret of Rinascente’s eternal youth, which, despite having turned 100 years old, is more alive than ever.
“My work requires study and research,” says Federica. She chose “patience.” “I care deeply 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 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 the future into their own hands. “Earth Lovers is our contribution to a better tomorrow. Something is changing, young people are much more attentive to sustainability, but it’s not enough. It is important to create educational paths through initiatives like this.”
Our walk through the countryside is over, Federica greets us and leaves, crossing the carpet that now sounds the symphony of the countryside like an expert. I decide to stay here a little longer to observe, hidden behind the ancient columns. Meanwhile, it’s time to leave for the children. While the rest of the family moves away, the youngest stays behind pretending to be tired. He looks around furtively, grabs a handful of shells, slips them into his tight pocket, and leaves. Happy.
The circle is closed, the miracle of the countryside is complete. I am happy too: from today, the Earth has one more friend.
