Where there is commitment, there is also expression. That’s how in.Pegno.ConCura came to life at our Borgo Valsugana site: a collaborative mural giving a voice to those who shape our identity every day. Created by international street artist ivan and curated by Arte Sella, the artwork tells the story of the deep bonds within our community and between our people and the company, transforming their words into a shared artistic language.
It all started with an idea: to involve our employees in a “Call for Art” (Chiamata alle Arti) and invite them to choose a word that best expressed their connection to their work, their coworkers, and the environment they experience every day. The words collected became the verses of an original poem, now painted on the façade of our bakery plant. A wall transformed into a story, and an industrial space turned into a genuine expression of our shared identity.
“With the in.Pegno.ConCura project, our aim was to make something that often remains unseen visible: the authentic bond that connects people within our company,” explained Ulrich Ladurner, President of Dr. Schär. “This mural is not just a piece of art, but a collective declaration of belonging and care.”
The mural on the bakery building marks the second step in a journey that began in 2024, with the triptych “FAR BENE, CUORE, PASSIONE” painted on the main façade of the plant. That project, too, began with our words – words which, brought together, became a visual manifesto of our corporate culture, with people, passion and quality at its core.
We wanted this project to embody our values as well, choosing materials in harmony with the environment. That’s why we turned to the mineral-based paints from Calchèra San Giorgio, a local company which, like us, believes in sustainability and in promoting the value of the local area. Because for us, art is not only a form of expression – it’s also a responsibility.
At a time when industry can often feel distant, our aim was to show that even a place of production – like our Borgo Valsugana site – can convey emotions, relationships and values. This mural comes from within, from who we truly are, and leaves a mark that goes beyond the walls: it lives on in the memory of everyone who contributes every day to the growth of our company.
It is the tangible symbol of a shared spirit, a collective endeavour that weaves together art, community and people. And it expresses – with authenticity and poetry – what proximity truly means to us: a deeply held value, a way of connecting to others through our hearts, in everything we do.