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nature takes its space
in Genoa

Euroflora’s architectural project, designed by architect Matteo Fraschini representing URGES – Gruppo Valagussa – is unprecedented in both form and substance and revolves around the idea of nature gradually reclaiming urban spaces.

The exhibition will unravel as a constant dialogue with art that will engage all the senses.

Several highly symbolic elements taking inspiration from the Masters of Contemporary Art, such as the Cretto di Burri (crack of Burri) and Pollock’s drip painting technique, will outline the macro layout of the display while also drawing the public’s attention to contemporary issues like water scarcity, the interaction between natural and built landscapes, and the need for a simpler and more natural lifestyle.

The project concept underscores the importance of soil, as the element representing Man’s primordial interaction with nature, the one we stand and live upon, and the one connecting water and the sky. Its tactile qualities make it a living, pliable and amazing resource, an element that should be known and experienced through our sight and touch.

Soil is a thick surface which man interacts with the meeting point between natural and artificial resources and between nature and man’s activity.


The concept of soil as a ductile, workable surface is visually expressed by a series of sculptures in the form of large-sized Origamis – representations of a simple, day-to-day activity that can become a form of art. Their function in the general layout is that of landmarks identifying the core themes of the various exhibition areas and thereby helping visitors find their way around the show by.


The deep interaction between man and nature can also be found in the many arenas set up along the entire exhibition itinerary, meant as places to share knowledge and grow as a community.

Sustainability, aiming at the ISO 20121 certification

Euroflora has always been a ‘green’ event by definition, as the natural outcome of a clear choice and of its history. For several years now, Euroflora has been committed to maximising separate waste collection, considerably reducing the use of plastic and plastic-derived materials in both exhibition and refreshment areas, and using FCP paper for advertising materials while also relying more on online communication channels.

Porto Antico di Genova is now aiming to be certified to standard ISO 20121, the international standard for sustainable event management. The use of public transport to reach the Show venue will be maximised, making available parking places exclusively for service vehicles and visitors with disabilities.