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The Magus Forest is Born: a protocol that unites art and sustainability

Magus Gallery inaugurates a new paradigm: with the creation of the Magus Forest, it becomes the first Green Gallery in Europe.
The project began with the planting of the first tree, named NEM, a symbol of the future. Each tree in the Magus Forest will offset the equivalent of about 700 canvases, turning every artistic gesture into a concrete act of care for the planet.

“The Magus Forest will grow together with us, becoming a symbol of a new way of living art: an art that not only elevates the spirit, but also heals the Earth. Beauty will save the world, and nature will be our ally on this journey.”
— Claudia Ottone, founder of Magus

The Green Gallery Magus Protocol ©️

At the heart of Magus’ green transition lies an operational protocol that brings together art, ethics, and measurable actions. The main points include:

• Carbon-neutral shipping: using couriers that offer carbon-compensated options, reducing urgent flights, and prioritizing lower-impact transport. Every shipment becomes part of the gallery’s ecological strategy.
• Climate compensation through the Magus Forest: each tree planted offsets around 700 artworks, creating a direct link between artistic production and environmental regeneration.
• Sustainable materials and installations: recyclable or recycled packaging, reuse of art crates, low-energy lighting, and the use of low-emission materials.
• Digital catalogs and communication: preference for online formats, with printed editions only on certified paper and upon request.
• Measurement and transparency: estimation of emissions from exhibitions, travel, and shipments, with the publication of an annual sustainability report.
• Community involvement: raising awareness among artists and collectors, with green criteria also included in calls and shared projects.

A European model

With the creation of the Magus Forest and the planting of the first tree, NEM, a symbol of the future, the gallery positions itself as a true pioneer in Europe in combining art and sustainability. This is not only an aesthetic or spiritual language, but a concrete and replicable practice that turns beauty into an act of collective regeneration.

“Our hope is that more and more artists, collectors, and galleries will decide to follow this example, because the Earth belongs to all of us, and it is our shared responsibility to defend and protect it.”
— Claudia Ottone