Toward 2030: What are you doing? 

Public Engagement Project


In order to disseminate and promote the Sustainable Development Goals (SDGs), Lavazza and the City of Turin have decided to promote the TOward2030 project: What are you doing? - an urban art initiative that talks about sustainability and has transformed the city, from the centre to the outskirts, into an amplifier of the 17 +1 United Nations Goals, through the universal language of Street Art. 

For the Agenda to be implemented, the contribution of as many people as possible is necessary. This awareness led to the idea of adding a further goal: dissemination, or Goal Zero. This goal aims to spread the culture of sustainability across the board and aligned with Lavazza's vision. 

From 11 July 2020 to 11 April 2021, the exhibition TOward2030 was held in the Spazio Confronti of the Galleria Sabauda and in the Boschetto of the Giardini Reali. What are you doing? uses photographs and films to illustrate the project aimed at spreading the culture of sustainability through the language of street art: 18 international artists created 18 murals in different locations around the city, inspired by the 17 Sustainable Development Goals drawn up by the UN plus Goal Zero, created by Lavazza, the aim to amplify and spread the goals of the 2030 Agenda.

The exhibition, curated by Roberto Mastroianni, Chair in Sustainable Development and Land Management, and Filippo Masino, brings together images by Martha Cooper, an American photographer and symbolic figure of urban art, who documents the process of creating the murals. The shots are accompanied by an in-depth interview with the photographer, plus analyses by Enrico Giovannini, spokesman for ASVIS; Michele Mariani, Executive Creative Director of Armando Testa; Roberto Mastroianni, member of the UNESCO Chair team; and the words from the artists themselves.

For more information, visit Musei Reali website. 


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