Urban nature

Corona, a brand of excellence in the world of beer and brewed with 100 percent natural ingredients, traditionally invites people to spend more time outdoors, to enjoy relaxing moments in close contact with nature.

On the occasion of World Environment Day, June 5-13, 2022, Corona wanted to celebrate this inseparable relationship through the art installation #Natura Urbana, a unique project with the aim of demonstrating that nature and the city can be reconcilable realities.
The initiative, along Milan's Naviglio Grande, took place on the Alda Merini Bridge, transformed into an experiential green tunnel, vitalized by the direct participation of citizens, alongside two murals executed with an innovative paint capable of absorbing CO2.

Realized with the intention of bringing visitors closer to the beauty and pristine purity of nature, the immersive path was created thanks to a successful collaboration between MKTG, lifestyle agency of Dentsu italia, in charge of the project, and Cristina Mazzucchelli, called upon to interpret through the creation of a dense plant scenery the concepts to be expressed, together with Innscena, at the forefront of the installation industry.
Dressed entirely in plants, #Natura Urbana represented a multisensory experience capable of engaging passersby even with sound effects associated with natural scenery.
As the designer of the greenery, Cristina chose plants that, despite the limited space available, reproduced a micro urban forest, through a rich composition of botanical varieties characterized by different habitats, sizes, colors and leaf textures: from climbers to small shrubs, from vaporous herbaceous perennials to drooping plants, in a harmonious plant framework.
The outcome was to offer a green oasis, cool and sheltered from the sun, in one of Milan's most famous and frequented passages.
Two visual openings, specially created in the center of the bridge, allowed some of the most striking views of the Milanese canals to be observed in a new perspective, in which the foliage of the plants served as a frame.
Finally, a tree counter was placed in the experiential tunnel: for every 500 people who crossed it, Corona pledged to plant a tree in the Milanese hinterland areas of Trezzano and Gaggiano.
Coexistence between plants and humans is possible, even in urban nerve centers: in line with the goal of increasing green spaces in certain areas of Milan, at the end of the event all the plants on the installation were relocated to the area of City Hall 6, where they will enjoy a second life.