La bellezza salverà il mondo

Leading agency: Muse Solidali
Area(s) of intervention: Milan
Total budget: € 35.000
NOPLANETB contribution: € 30.000
Duration: 12 months
Starting date: 1st of November 2018

Summary of the project

The idea is focused on the territory where it is intended to promote the fight against climate change: the city of Milan, international capital of fashion and design. A context with professional and sophisticated communication models. The tool we have chosen is the artistic event included in the schedule of official initiatives for residents and visitors on the occasion of major international events: fashion week, furniture fair, book fair… It is a strategic choice to get more visibility and participation. A permanent photographic exhibition and 5 events over 12 months with aperitifs, vernissages, concerts, theatre readings included in the programs
of BookCity, Design Week, PianoCity, Estate Sforzesca to convey the message that sustainable choice is the bearer of beauty and harmony, both big values for the Milanese context and in general by the aesthetic ideals of modern society. Each event will be organized in collaboration with the City of Milan and will offer space to host other projects participating to the “B Circular, fight climate change!” call for proposals. The idea should be chosen because it offers visibility and resonance in an international showcase of ideas and trends, is innovative because it uses advanced communication models, is more engaging than a conference and will be realized with sustainable methods certified ISO 20121, the new international standard for sustainable events.


  • 6.000 visitors to the exhibition
  • 20.000 visitors to shows
  • 2.000 students to organized visits
  • 1.700 attendees at the events

Overall achievements

Over 20,000 participants and a series of artistic and cultural events that involved the residents and transmitted environmental contents and values to make them responsible and active protagonists in the fight against climate change. The first exhibition (5.700 visitors) was dedicated to the Vertical Forests conceived and created by the architect Stefano Boeri. The inauguration event was enriched by a show (350 people). The vernissage (300 people) of the second exhibition (visible for a few months 2.500 people), dedicated to the young Street Artist Iena Cruz, author of a series of murals made in different countries of the world with a special paint capable of absorbing air pollution and purifying the air of the big cities. A new event (500 people) dedicated to sustainable fashion was created with the inauguration of an exhibition dedicated to the designer Chiara Boni and her “Sustainable Future” creations.

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