2004 Zero Tolerance for the Ugly (Milano)

Buildings of artistic and historical importance are often listed and protected by law.
But how to act against the plethora of poorly designed and poorly constructed buildings that invade, infest and ruin the beauty of our cities ​​and countryside?

Back in 2004 I started a campaign to raise people’s awareness of the aesthetic value of our built environment.

Inspired by the Hobo signs of the early 1900’s, I created three pictograms to identify buildings worth to be loved, with interesting interiors, or to be torn down without remorse. I also created and promoted a website to initiate a register of such buildings, in my neighborhood to begin with, soon to be extended to the whole city of Milan.

No famous architect was spared, no prisoners taken.

I attracted attention, got reviews and interviews, but overall the initiative was far from successful and soon died out.