In many people’s lives, the suburbs, contrary to what the term’s literary meaning suggests, are an increasingly “central” concept. In these vast urban communities, everyday life unfolds in varied and powerful ways, bringing with it the need to provide the people who live there with the universal values of dignity, humanity and beauty. Concepts that are dear to Brunello and to the Cucinelli family and that can be synthesized with the term “Pleasant Peripheries”.

Based on this concept, the Project for Beauty was born in 2010, thanks to the desire to create a park in the valley below Solomeo that could give new life to its breathtaking landscape. This project is not only the natural fulfilment of a dream that has its roots in the streets and monuments of the ancient Umbrian hamlet; it is the physical embodiment of the values of Beauty, Humanity, and Truth.

The project was completed after almost eight years of hard work and covers an area of approximately 100 hectares, divided into three sectors. There is the Industrial Park, which includes the company’s new headquarters, harmoniously nestled in a large, lush garden; The Laic Oratory Park, dedicated to beloved priest Don Alberto Seri, which is surrounded by six hectares of land and comprises a small stadium, i.e. the recreational part mostly dedicated to young generations; and finally the Agrarian Park and the Monument to Human Dignity, which are the last two parts of the project, completed in the summer of 2018.

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.

1- "Nature does nothing in vain." (Aristotle)

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

The vineyard features vines from the noble tradition and is cultivated according to 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 entrance to the cellar, visible from all over the countryside and from Solomeo, to symbolise the Greek origins of the deep relationship between man and landscape. The façade is entirely clad in stone, while the interior is designed to convey the sense of sacredness that has always been attributed to vines and Mother Earth, both in pagan and Christian history.

The creation of the Tribute to Human 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.

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

The monument comprises a 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.

Statue dedicated to Don Alberto Seri, Laic Oratory Park in Solomeo

Laic Oratory Park, view from the stadium