Esselunga opens sustainable supermarket installation at Milan's Museo della Scienza during Design Week
During Milan Design Week, the ancient refectory of the Olivetan monastery was transformed by Esselunga into the 'Re-Food Market' installation at the Museo della Scienza e della Tecnologia Leonardo da Vinci. Entering through a red brick door, the venue resembles a supermarket, complete with fruit crates and refrigerated displays, but without actual sales. It highlights sustainable distribution practices. Attendees can explore Esselunga's environmental initiatives alongside those of collaborators like Bauli and Caffè Vergnano. Information on sustainable products and eco-friendly logistics is presented on shelves, including a partnership with TooGoodToGo for redistributing food surplus. Additionally, yellow baskets crafted from recycled plastic have their production emissions offset by a project in South America. CMO Roberto Selva underscored the commitment to waste reduction and sustainability.
Key facts
- Esselunga created 'Re-Food Market' installation at Museo della Scienza e della Tecnologia Leonardo da Vinci in Milan during Design Week.
- The installation is set in the ancient refectory of the Olivetan monastery of San Vittore.
- The space is accessed through a red brick door, a trademark of the Caprotti family brand.
- The installation features fruit crates, refrigerated counters, and shelves with products, but no actual purchases are possible.
- Partner brands include Bauli, Caffè Vergnano, Ferrarelle, Noberasco, and Sammontana.
- The shelves display sustainability and ethical guarantees for Esselunga's own-brand products (eggs, milk, bread, Naturama line).
- Yellow baskets are made of recycled plastic; emissions offset by a forest conservation project in South America.
- Esselunga partners with TooGoodToGo for food surplus redistribution.
- Chief Marketing Officer Roberto Selva commented on the installation's purpose.
Entities
Institutions
- Esselunga
- Museo della Scienza e della Tecnologia Leonardo da Vinci
- Bauli
- Caffè Vergnano
- Ferrarelle
- Noberasco
- Sammontana
- TooGoodToGo
- Caprotti family
Locations
- Milan
- Italy
- South America