Le Brentelle shopping center, along with its management company SES Italy, was awarded with the “Certificate of Merit” at the CNCC Italy Awards 2024 (Italian Council of Shopping Centers) on June 26, 2024, for the extensive project “Dritti al Cuore” (Straight to the Hearth) an initiative that lasted six months and culminated in an exhibition held between January and February 2024.
This project combined art and social responsibility, involving students, residents, associations and local entities. The CNCC Italy Awards are the annual recognition of the National Council of Shopping Centers, aimed at rewarding “the undeniable added value of all activities, campaigns, strategies, and services provided to customers while highlighting excellence.” SES Italy and Le Brentelle were honored in the ESG (Environmental, Social, Governance) category, which values activities linked to the realization of the Sustainable Development Goals defined by the United Nations, particularly those identified in the “CNCC Sustainability Manifesto” as most relevant to the shopping center sector.
A unique aspect of the project was undoubtedly the sculptures, handmade and then decorated by over 100 young people through more than 8 weeks of work. The result: 24 works of art, each 1.80 meters tall and weighing 70 kg. The creative and artistic component greatly enhanced the various messages supporting the goals of the 2030 Agenda. During the 2023/2024 school year, over 100 students from the “Pietro Selvatico Art High School” and the “Giovanni Valle Higher Education Institute” worked on the idea of love in its broadest sense, addressing various themes such as love for the environment, for sports, and for fellow human beings in general. A total of 24 heart-shaped sculptures were decorated.
The artworks were displayed at Le Brentelle from January 29 to February 25, 2024, each paired with an aphorism proposed by the center’s customers through a dedicated social media campaign, during which 98 phrases were collected on a specially created landing page on the center’s website. At the end of the exhibition, the sculptures were donated to local associations and entities to continue celebrating love in all its variety and diversity. The “map of hearts” now sees them pulsating throughout the province of Padua and also in the Venice area, placed in institutional locations (such as the municipalities of Rubano, Padua, Villa del Conte, and the Provincial Office), hospitals, parks, preschools, nursing homes, service centers, Health Assistance Centers and association headquarters. Over 30 articles and various TV reports have been published by local newspapers both online and offline. Even the President of the Veneto Region, Luca Zaia, has thanked the students for their dedication and for spreading such an inclusive message. Six months of activities involved over 200 people, including artisans, students, associations, communities, users, and entities.
During the press conference held on January 29, 2024, at the shopping center, ample space was given to some of the most deserving non-profit organizations in the area, whose activities are driven by love expressed in various forms. The exhibition, which received the Patronage of the Municipality and Province of Padua as well as the Municipality of Rubano, was displayed for 28 days within the shopping center.