Circular innovation in Genoa: the MOG becomes a hub for the startups of the future

The Circular City Forum 2026 comes to the MOG with Circular MOG Day, an event dedicated to the intersection of sustainability, food and innovation, bringing together students, start-ups and industry professionals. At the heart of the initiative is C‑City – Genoa, Circular City, the strategy through which the City Council applies the principles of the circular economy to urban planning, industrial policies and the management of public services. Recognised as a European Best Practice by the URBACT network, the strategy integrates eco-design, long-term use and reuse to reduce consumption, extend the life of goods and transform waste into resources.

Circular MOG Day will host the Circular Food Contest, featuring students from Ligurian hospitality schools creating sustainable culinary proposals. Running in parallel, the Circular Startup Contest will see fourteen startups – previously selected for their circular economy solutions – compete against one another. The UNIGE Circular Contest, meanwhile, will offer university students the chance to present innovative ideas and engage with a jury of experts.

Throughout the event, the Circular Ideas Market will be open, where start-ups can showcase their projects and gather feedback from the public, whilst in the first-floor lounge, the Ideas Desk will welcome anyone wishing to develop a project or find out how to embark on an entrepreneurial journey. The day will also feature testimonials and in-depth discussions focusing on new visions and models of sustainable business.

At the end of the day, the technical jury will award the startup behind the best pitch, whilst visitors will vote for their favourite. Both will be rewarded with the practical realisation of their idea by CyberTribu. Circular MOG Day will thus be an opportunity to meet, learn and be inspired by those building a more circular future, reinforcing Genoa’s role as a hub for sustainable innovation.

Curated by: Irene Bellotto and Alessia Malfatto