Italian coffee company Lavazza has commissioned artists to paint murals based on sustainability. The latest, by Barcelona-based artist Jorge Rodríguez-Gerada, now graces a building in Turin, Italy. The eye-catching mural addresses the goal of affordable and clean energy.
The United Nations’ goal of transforming Earth by 2030 inspired Lavazza’s initiative, “TOward 2030 – What are You Doing?” As Lavazza’s website explains, “17 photographic portraits, 17 ambassadors, 17 Sustainable Development goals: the Lavazza calendar becomes an artistic megaphone for the U.N. 2030 planet safeguarding challenge.” Each artist will depict a different U.N. goal.
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“I created this mural to bring awareness to the need of ensuring access to affordable, reliable and sustainable energy for all,” he said in a press release. “The girl in the mural touches the icon button for the Toward 2030 goal No. 7 and lets loose a flow of clean energy. The piece alludes to the importance of acting now to assure a positive outcome. We must think toward our world’s future and the environmental conditions that our children will inherit.”
The artist notes that three billion people — 41 percent of the global population — still cook with high-polluting fuel. One billion people lack electricity. “Electricity in the first world is still mainly obtained from polluting fuels,” Gerada said. “Our future energy sources must be clean and renewable.”
Gerada has been an important artist for the last 20 years. As essayist and curator Ivan de la Nuez put it, “Jorge Rodríguez-Gerada has his own singular space in contemporary art.” De la Nuez has watched Gerada’s work evolve. “His work hasn’t left behind the classical arguments of the urban art practice, but he has moved away from some of its most common mistakes: the egotistical excess of graffiti, the loudness and the invasive aesthetics, to move into a calmer and more reflective space.”
Over the last decade, Gerada has completed commissions around the world, from Morocco to Argentina to Texas and now Turin. Other international artists involved in the Lavazza project include Vesod, Zed1, Gomez, The Hula and Louis Masai.
Photography by Alessandro Genitori via Gerada Art
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