Natural Stone and innovation: a possible dialogue

There is a new way to talk about natural stone. Not only as a solid and durable material, but as a living element that tells stories, inspires design, and responds to environmental challenges. This is the essence of the work carried out by Pietra Naturale Autentica, a network that brings together more than forty Italian companies and organizations in the stone industry. Since 2018, Pietra Naturale Autentica has been promoting the quality, craftsmanship, and innovation of Italian natural stone, with the ambition of turning it into a conscious protagonist of contemporary building culture.

At MarmoMac 2025, Pietra Naturale Autentica presented a vision that connects matter, thought, and the future. In recent years, it has invested in research and sustainability, achieving the first collective environmental certification in the sector. This in-depth analysis of the life cycle of Italian natural stone shows that the entire supply chain, from quarrying to processing, has an exceptionally low environmental impact. Natural stone is not only beautiful, durable, and timeless. It is now finally recognized as a truly sustainable material.

Alongside sustainability, Pietra Naturale Autentica is driving innovation. With the StoneX initiative, presented during the fair, it has given space to young entrepreneurs, startups, and designers who are revolutionizing the way we think about, use, and work with stone. From robotics to 3D printing, and through the intelligent use of data, the sector is moving toward more technological and circular solutions. Pietra Naturale Autentica aims to be a bridge between these new energies and the craftsmanship of tradition.

Not least, the thought. In June, PNA organized its first International Forum in Venice, on the occasion of the Architecture Biennale. Two days of meetings brought together architects, designers, scholars, and artists, with the scientific coordination of Arch. Raffaella Laezza. Among the guests were notable figures such as Peter Eisenman and Kengo Kuma. At MarmoMac, the most intense moments of these discussions were showcased in a dedicated video space, continuing to explore the profound meaning of an ancient material that still speaks to the present.

Through its work at MarmoMac 2025, Pietra Naturale Autentica has shown that it is not only a network of companies, but a dynamic reality capable of uniting identity, innovation, and an international vision. Natural stone returns to the heart of design, but with a renewed awareness. It is no longer just a building material. It is a way of thinking, creating, and imagining the future.