Recycled ELT rubber was transformed into the symbol of avant-garde architecture and design at Rome’s MAXXI, thanks to the architecture collective Parasite 2.0. that created the installation winner of the international prize YAP2016. Recycled rubber becomes, thus, an expressive material also for the world of architecture and design, absolutely complementary to the industrial one, presenting itself in its creative use with new modalities and use of colours. To release all its potential of positivity and proactivity, the “green revolution” we are going through needs new forms of narration and divulgation. It is precisely for this reason that Ecopneus decided to experiment new ways of communicating environmental sustainability and the social and financial sides of the circular economy.