Elevating excrement

The Museo della Merda, or The Shit Museum, was founded by Gianantonio Locatelli, who knows more than a thing or two about dung. As the owner of Castelbosco farm and the proprietor of 2,500 cows, Locatelli had experience turning animal waste into biomethane, before turning his hand to building materials, creating bricks and plaster from the excrement. Now, the self-styled eco-project is at the forefront of research looking into the possibilities of poo. The Shit Museum is the more glamorous upshot of this research. From Luca Cipelletti’s methane heating system to bioluminescent bacteria that provide organic light, the museum highlights the great potential of this natural resource.

The Big Picture: Waste takes on new value in the age of the Anthropocene. Find out how brands are going beyond sustainability with our Whole-system Thinking macrotrend.