TOward 2030.

What are you doing?

To spread awareness of the Sustainable Development Goals (SDGs), together with the City of Turin we promoted TOward2030. What are you doing?, an urban art project that tackled the issue of sustainability by transforming the entire city, from the centre to the suburbs, to shed light on the United Nations’ 17 + 1 Goals, through the universal language of street art. 

In order for the Agenda to be fulfilled, contribution is necessary from as many people as possible. 

This led to the idea of adding another goal, Goal 0, to raise awareness of and spread the culture of sustainability in accordance with our vision. Just like the other goals, Goal 0 also has a wall dedicated to it, thanks to the work of artist Ernest Zacharevic.

In 2017, Lavazza decided to embrace the challenge issued by the United Nations, to pursue the 17 Global Goals for sustainable development.

In addition to carrying out an in-depth analysis of its own impact on the various Goals, Lavazza also wanted to set up a programme to engage its stakeholders. The result was the "Goal Zero" project, which was carried out throughout 2018.

Sustainability affects everybody, and strength lies in unity. For this reason, Lavazza has set itself the ambitious target of making people feel that they are at the centre of this challenge, bringing them as close as possible to the issues raised by the 17 Goals.

Each goal was illustrated by prominent street artists.

Discover how each of them imagined Lavazza’s journey towards 2030.

Discover where all the art installations are located here. Remember to keep your mobile phone at hand: once you find each installation, you can discover plenty of additional information to complete your experience.

If you're not in Turin, you can still explore the city and its murals thanks to Google Arts&Culture