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Goal Zero, the Lavazza initiative to spread awareness of the Agenda 2030 SDGs, has found a home in the newly renovated Sustainability Gallery at MUSE in Trento, with the opening of the Goal Zero Area: this marks the beginning of a journey of collaboration between MUSE and Lavazza, brought together through their shared values with regards to social, environmental and economic sustainability. The two organisations, both of which were among the first to sign Agenda 2030 and to join ASviS — the Italian Alliance for Sustainable Development, have found common ground in their desire to amplify and spread awareness of the United Nations’ 2030 goals, as well as the practices that will help to achieve them. This desire finds an outlet in Goal Zero, Lavazza’s own addition to the 17 Sustainable Development Goals, launched four years ago. It represents a commitment to educating people and raising awareness about sustainability through a variety of means and channels, in particular through artistic expression.
The Lavazza Group’s space within the Goal Zero Area has a three-dimensional twist thanks to the “ZERO. Anamorphic Artwork” installation created by the Truly Design art collective: the stylised hands of the Blend for Better logo, the platform that sets out the Lavazza Group’s approach towards sustainability, and the circularity of Goal Zero come together to form the elliptical shape of the planet we must defend.
The importance of cooperation and the shared wish to publicise Agenda 2030 and bring it to fulfilment are also cornerstones of the well-established partnership between the Lavazza Group and ASviS. In 2021, these partners are promoting the national event dedicated to Goal 4 — Quality Education as part of the Sustainable Development Festival, which this year takes the title GenerAzione 2030 — #Stiamo Agendo. Nuvola Lavazza in Turin, which has been the official venue for the event for the last four years, has passed the baton this year to MUSE, the Science Museum of Trento.