C.Art.One© was born from a clear vision: to make the intersection of art and business a strategic combination, capable of generating cultural innovation, shared values and new forms of sustainability. Apogeo Group, a multidisciplinary reality, Benefit Company since 2023 and a certified B Corp company, integrates communications, industrial production and best practices, developing a collaborative model where creativity and business operate in synergy to generate shared value and evolutionary vision.
For the first edition of the project, Apogeo invited B.ZARRO, a Roman artist active since 1999. Gianluca Marziani wrote about him that “you don’t easily limit him naturally, he slips out of your hands (…) he takes sudden paths, never improvising”, underlining mobile, undisciplined and always evolving research. In the last decade his work has focused on recycled materials, especially cardboard and supporting materials found in urban environments: “In the cardboard discarded by shops there is energy recovered over time”, says the artist. It’s ugly but nostalgic material, a stark sign of contemporary overconsumption.
With C.Art.One©, Apogeo transforms packaging from a simple container into content, from waste to an aesthetic vector: a material that can move, enter the environment and be recreated as a work. In this way, packaging becomes a cultural tool capable of connecting industry, creativity and responsibility, opening up to a circular economy that reinvents not only materials, but also imagination. This project shows how business can be an ally of the arts and how art can provide new meaning, language and perspectives to business.
