The Project for Beauty stems from an idea that Brunello Cucinelli and his family had back in 2010: creating a park that could give new life to the breathtaking landscape of the valley below Solomeo. This project is not only the natural fulfillment of a dream that has its roots among the streets and monuments of the old Umbrian town, it is the physical embodiment of the values of Beauty, Humanity, and Truth.

The Project for Beauty

"The Project for Beauty", scale model 1/500 of the general composition

After almost eight years of hard work, the project has now been completed. Today, it covers an area of approximately 100 hectares, divided into three sectors: the Industrial Park, which includes the company’s new headquarters, harmoniously nestled in a large, lush garden. The Laic Oratory Park, surrounded by six hectares of land and comprising a small stadium, which is the recreational part mostly dedicated to young generations. Finally, the Agrarian Park and the Park of Dignity, which are the last two parts of the project, completed in the summer of 2018.

Aristotle

The Agrarian Park boasts a multitude of orchards, as well as wheat, alfalfa and sunflower plantations; it comprises a plant nursery, a naturalistic area, an olive grove with an olive oil mill, and a vineyard with a wine cellar.

The vineyard features traditional Umbrian grape varieties grown using ancient techniques. Its shape is inspired by late-Renaissance gardens; specifically, the two cypress-lined roundabouts recall the parterre of Villa La Petraia, one of the Medici family’s sumptuous residences in Florence. At the edge of the vineyard, stands the wine cellar; a statue of Bacchus has been placed at the entry to the cellar, visible from all over the countryside and from Solomeo, to symbolise the Greek origins of the beautiful relationship between man and landscape. The façade is entirely clad in stone, while the interior is designed to convey that sense of sacredness which, in both pagan and Christian history, has always been attributed to vines and to Mother Earth.

The Project for Beauty

central view of the vineyard with the cellar in the background and the statue of Dionysus-Bacchus in front of it

The creation of the Park of Dignity stems from Brunello Cucinelli’s desire to leave a legacy behind that will stand the test of time, a symbol of his commitment to mankind.

The monument to which the Park owes its name comprises an imposing travertine exedra crowned by five arches; above them, made from bronze letters, is the wording: “Tribute to Human Dignity”. To convey the universal meaning of the construction, the names of the world’s five continents are written in bronze letters below each arch. A tripod stands in the middle of the exedra. To make sure that it lasted for centuries on end, the monument was built using ancient techniques, based on the texts by Vitruvius, Palladio and Sebastiano Serlio. Its design – as a whole and in each and every detail – perfectly reflects the rules and proportions of classic architecture.

Il Monumento
Il Monumento

view of the monument “Tribute to Human Dignity”, located in the Park of Dignity

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