TOward 2030 What are you doing? We will make strolling along the streets of Turin a more colourful experience, thanks to the 18 works of street art inspired by the United Nations 2030 Agenda. The large-scale project for the diffusion and promotion of the culture of environmental sustainability through urban art, was conceived and strongly supported by the city of Turin and Lavazza.


The universal language of street art embraces environmental sustainability.


There are 18 works by Italian and international street artists, some also accessible through augmented reality thanks to the Bepart app, created in collaboration with MAUA (Turin's Museum of Augmented Urban Art) born from the idea of presenting new cultural itineraries, outside the centre and the more traditional art circuits.


The fight against climate change, the promotion of gender equality, protection of the environment, guaranteed education for all, health and well-being for all people, economic sustainability, energetic and environmental sustainability, and social sustainability for all communities in the long term: are some of the Goals of the 2030 Agenda that inspired the works of street art in Turin.


It is precisely the universal language of street art that seeks to shake and push us to action, and so it addresses citizens, passers-by and tourists with a direct and provocative question - What are you doing? And you, what are you doing? - to remind everyone, without exception, how 2030 is around the corner, while the journey to safeguarding our planet is still an uphill struggle.


Lavazza has decided to follow a path of collaboration with major organisations that aim to adopt a systemic approach to the sustainability goals, by subscribing to the United Nations 2030 Agenda and its 17 Sustainable Development Goals (SDGs) and adhering to the Italian Alliance for Sustainable Development (ASviS) and the United Nations Global Compact.


As well as analysing its own impact on the various Goals, Lavazza has decided to add an 18th, and even more ambitious goal: Goal Zero. A programme of stakeholder engagement to extend the message of the 2030 Agenda, which aims to communicate the themes of Sustainable Development in a broader and transversal sense, to everyone, in all their forms.



TOward 2030: the project, the book, the exhibition



On 2 November in the ARTISSIMA Book Corner, Lavazza presented the photographic book published by Feltrinelli entitled TOward2030. Urban art for sustainable development.


The photographs of Martha Cooper - one of the leading street art photographers on the international stage - recount the magic of a project that has changed the face of the city, in which street art meets sustainability. In addition, the project was awarded the prestigious Res Publica International Award 2019, dedicated to initiatives that stand out for civic sense and good governance, presented on 27 October.


TOward 2030 will not conclude with the presentation of the book but will live on in the Piazza di Nuvola Lavazza, where the temporary exhibition of photographs taken by Martha Cooper for the project will be held, a body of 18 images that will be on show from 30 October and throughout the winter.