MAXXI, National Museum of 21st Century Arts, Rome

Who
Branded Sprout pencils on standard cards. Guests attending the presentation received a Sprout pencil containing basil or chili seeds, which they could use to take notes during the event and then plant at home — a symbolic gesture of care for the planet. 

What
The pencils were given as a gift during the presentation of Grande MAXXI, an ambitious sustainability and expansion plan for the MAXXI Museum in Rome. 

How
The pencils were chosen as meaningful and sustainable gifts. By integrating them into the goodie bags, they conveyed the message that small, everyday actions – like checking your breasts – can save lives.  

Why
Environmental sustainability is a core theme of the project, making the collaboration with Sproutworld — creators of the plantable pencil — a perfect fit. MAXXI Rome’s expansion and sustainability plan aims for carbon neutrality through solar energy recovery, LED lighting upgrades, and improved energy efficiency. The plan also includes rainwater collection, the creation of a new urban green space (MAXXI Green), and the construction of a multi-functional research center (MAXXI Hub) by 2026.