Celebrating B Corp Month at Palazzo Parma

By now, you know my love of #BCorps and that I see them as a key element in our way forward as a society/species. In order to create a values aligned life that is fair to all, that respects all life forms, and that respects the true connection that exists among all of us, we need the engines that power GDP to be life enhancing rather than life exploiting. ?Perhaps a surprise to some, business is one of the most trusted institutions (see the 爱德曼 trust index), and the most trusted businesses are those that are transparent, with verified positive impact on all stakeholders E.g. B Corps. ?So I was thrilled to start my B Corp Month with the wonderful people of the Davines Group | Certified B Corp that walk the walk, walk the talk and create new walkways for those that don’t have one.?

I’ve been in #Italy this past week for the Global Alliance for Banking on Values Summit. Katie (Katharine) Hill recently introduced me to Davide Bollati , Chairman of the Davines Group to discuss his upcoming project…a regenerative hotel in #Parma Italy. ?I’m not often in #Italy, so this was a great chance to visit it and see how I could help, through my learnings at Legacy Vacation Resorts, a Certified B Corp & the B Tourism community.

I met Francesca for a tour of what will become Palazzo Parma. ?If her enthusiasm was any indication of what the hotel will represent, upon completion in late 2025, then I certainly need to return to experience it. ?This new hotel takes over from the former Ministry of Agriculture, built during the period of fascist rule (represented in one of my pictures as EF for Fascist Era) & prior to that, the site was a monastery in the Middle Ages. ?Two well known families of Parma, the Bollati and Chiesi families (also owners of large & successful B Corps) have teamed up to create a city landmark, that will elevate the community, city center and reintegrate nature and humans through biophilic design that will incorporate plants, nature, well-being, water and other living elements. ?

They will restore the original building materials, where possible. ?This is partly to relive the beauty and history of those elements and to minimize the environmental footprint created in construction. ?This includes original marble, mosaic tile, decorative agriculture symbols throughout the building, and phrases like Amatela Sempre La Terra (Always Love the Earth) and La Terra No Tradisce Mai (The Earth Never Betrays). ?Powerful Stuff! ?Perhaps we should be learning from those that came before us and stop listening to populist politicians for advice? ?

If you’d like a feel for what is and what to expect, please visit https://palazzoparma.it.

Of course they are not just spending their money on the visual elements, but the hidden elements will also embrace sustainability from their waste minimization, renewable energy, and city investments intended to elevate the local community. ?This should lead to the reopening of shuttered local stores and the restoration of vibrancy and pride in the city that these families call home and that they credit with so much of their success. ?Some Italian hotels only cater to tourists, but this hotel will also be a place for locals to be in community with one another.

Parma should be excited. ?I know I am! ?And I’ll be thrilled to welcome another B Corp Hotel into the B Tourism community. In fact, you’ll see in the pictures that a sign is already ready.

Thank you Davines for your wonderful hospitality and time. I’ll be posting separately about my experience with your team at the Davines Village and Comfort Zone.

Chiesi Group Davines North America B Lab Italia B Lab U.S. & Canada B Lab Europe B Lab

*This article has been amended from its original version.