Born from the vision of the Giorgio Tesi Group, the NaturartVillage project has transformed three hectares of land in the former Zelari Garden into an urban oasis where ornamental plant nurseries meet the excellence of Tuscan food and wine.
The success of this first year lies in the ability to create and, above all, strengthen an unprecedented dialogue between Pistoia’s nursery tradition and the culture of good food.
Inside the two characteristic greenhouses and the park, visitors can enjoy an immersive experience, walking among exclusive rose gardens and incredible bonsai trees, and just a few steps away, savoring the authentic flavors of the region.
Collaboration with some of the most important players in the Tuscan food industry has allowed
us to offer a food offering that showcases local artisanal craftsmanship.
From aperitifs surrounded by treetops to workshops on the vegetable garden, and dozens of initiatives designed for all ages, the Village has demonstrated that nature is not just a panorama to be admired, but an ecosystem to be experienced 365 days a year.
The first year of operation of the NATURART Village has established this space, designed by Giorgio Tesi Group, as the new beating heart of “green” culture in Pistoia. Since its inauguration on May 31, 2025, it has hosted a packed calendar of important events, culminating in the prestigious keynote speech by world-renowned botanist and essayist Stefano Mancuso, who captivated the audience with his reflections on the “Planet of Plants.” Among the highlights were literary presentations by prominent authors, as well as a series of themed events that combined entertainment and outreach: from a Pistoia-style Oktoberfest to “Swing Under the Stars” evenings, from a Miss Italy pageant to Christmas events, and even green educational workshops led by industry experts.
We are deeply proud of the milestones achieved in this first year of Naturart Village’s operations,” said Massimo Consalvo, Director of NATURART VILLAGE. “My entire team, in full synergy with our food partners, work daily with the constant goal of raising our standards and enhancing our visitor experience. The past twelve months have been extraordinary: we have hosted over 230 events, ranging from interpersonal educational workshops to handmade and bonsai care courses, to important literary presentations and major themed events. Highlights, such as Professor Stefano Mancuso’s Lectio Magistralis, were attended by hundreds of people, confirming our vocation as a cultural and community center. The Christmas holidays, enlivened by the markets and ice skating rink, were also a resounding success.
Alongside our cultural programming, we’ve invested in logistics and security: while we await the completion of the planned roundabouts on Via Toscana, we’ve taken direct action to secure the entrance and exit gates, and have also installed new internal signage in the parking area to ensure optimal usability for all our guests.
Grazie a questa sinergia tra eccellenze gastronomiche toscane e una programmazione culturale di alto profilo, il Village si è affermato non solo come vetrina d’eccezione per il vivaismo pistoiese — vantando attrazioni come il Giardino del Bonsai (eredità della storica collezione Franchi) e il roseto con oltre 600 varietà — ma anche come polo d’attrazione per intellettuali, artisti e appassionati della natura: Oltre ai numeri—è l’impatto sociale a descrivere al meglio il primo anno del Naturart Village che è subito diventato un punto di incontro sostenibile che ha ospitato iniziative per il territorio, rafforzando il legame tra l’azienda e i cittadini, con un occhio di riguardo anche alla cultura, all’arte e alla promozione del vivaismo.
Celebrating the first anniversary of the NATURART VILLAGE—these are the words of Marco Cappellini, General Manager of Giorgio Tesi Group—is a source of profound emotion and pride for us. When we inaugurated it on May 31st last year, our goal was ambitious: to make the values we’ve been recounting for over fifty issues in our NATURART magazine tangible and tangible. Today, the numbers and the support we’ve received tell us that our challenge has paid off.
With approximately 20,000 visitors a week, the Village has become a beating heart for Pistoia, the European Green Capital. But beyond the numbers, what makes us most proud is the impact on the community: we’ve generated approximately 100 direct jobs, creating a place open to everyone, every day, where the experience of greenery blends with everyday life.
It’s not just a refreshment point or a showroom, but a space for social sustainability. Seeing people choose the Village to meet, eat together, study, participate in workshops, or lose themselves in the pages of our new reading area dedicated to the local area and plant nurseries confirms that we have succeeded in creating a unique experiential oasis.
We are immensely satisfied with how the city, the surrounding area, and the many visitors from outside have embraced
this vision, recognizing the greenery and the promotion of local gastronomic excellence as not just a product, but a true lifestyle.
I look back on this first year of the NATURART Village with profound satisfaction,” said Fabrizio Tesi, Legal Representative of Giorgio Tesi Group. “Just like the birth of our magazine, this too was an ambitious challenge that we can now say we have won. We have succeeded in creating an inclusive and vibrant space, capable of embodying the values that NATURART magazine has promoted for over fifteen years. My thanks go to those who made these results possible: General Manager Marco Cappellini, David Melani and the Shop team, Director Massimo Consalvo and his team, and our professionals who, with care and dedication, make our excellence a flagship of the Village: Alfiero and Riccardo Bargiacchi for the roses, maestro Francesco Santini for the bonsai, and Paolo Drovandi for the cacti and succulents.
Finally, a huge thank you to all our food partners who enthusiastically believed in this project, contributing so decisively to its success.
Today, Naturart Village is no longer just a “gamble” by the Giorgio Tesi Group, but the symbol of a Pistoia that looks to the future, proud of its “green” soul and its inimitable vocation for hospitality. A year of successes that is just the first chapter in a long story of beauty and biodiversity.
Text by Lorenzo Baldi
Photos by Lorenzo Marianeschi – Carolina Begliomini – Wema & Supernova
