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09 May 2022

MVC celebrates the Giro with a “green” pink display in May

To mark the passage of the 18th stage of the 2022 Giro d’Italia, which the Castelli brand is a partner of, the Manifattura Valcismon retail store will be decked out in pink, with a “circular” visual merchandising project developed in collaboration with the Favini paper mill.

Recycling is one of the pillars of the ecological transition, and everyone is called to contribute in a tangible way. This is the premise behind the MVC group’s “circular” visual merchandising project executed in collaboration with Favini. The concept of creative recycling of materials was developed to highlight the partnership between the Castelli brand and the 2022 Giro d’Italia.

For the entire month of May, a display constructed using production waste, known as mill broke, from the Favini paper mill will be exhibited at the MVC | Sportful Castelli Karpos store in Seren del Grappa. 

The display consists of eye-catching giant bales and reels of mill broke from the Favini paper factory in Vicenza, featuring the colors of the Castelli brand and the Giro d’Italia 2022. All the material will be recycled and reincorporated into the paper production process when the exhibition ends.

Completing the display, the text on the windows invites everyone to adopt a more responsible lifestyle, with the slogan “Recycle … ride the change.”

The project celebrates the partnership between the Castelli brand and the 2022 Giro d’Italia, which starts in Budapest on May 6 and ends in Verona on May 29 and will pass in front of the store in Seren del Grappa on the afternoon of Thursday, May 26.

This year, Castelli has again designed the maglia rosa, which, in addition to having been developed in the wind tunnel to offer maximum aerodynamics while at the same time being extremely light and breathable, was made with technical fabric using 100% recycled fibers.

The initiative is part of a broader sustainability path embraced by the MVC group, which aims to reduce its environmental impact and the amount of waste generated, in part through reuse, recycling, and the design of products, including packaging and visual merchandising.

The collaboration with Favini, a global leader in the creation of innovative graphic specialties based on primarily natural raw materials (cellulose, algae, fruit, nuts, leather, etc.) for product packaging, with particular attention to environmental impact, is part of this effort.

The “Recycle … ride the change” project will be on display until the end of the month at the MVC | Sportful Castelli Karpos store at Via Santa Lucia 21 in Seren del Grappa (BL).

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