We Plant, an Icon Collection project
Environmental Management System in accordance with UNI EN ISO 14001:2015 and UNI ISO 13009:2018
The WBCSD (World Business Council for Sustainable Development) has divided the 17 SDGs (Sustainable Development Goals) into 17 Good Life Goals, i.e. small concrete objectives that every single person can adopt to contribute to the global achievement of the SDGs.
The premise of the 2030 agenda is that the SDGs, to be achieved within the established deadline, require a global mobilization, which includes not only governments, companies and non-profit organizations, but also consumers and ordinary citizens.
The 17 Good Life Goals are defined as “Personal Actions that everyone around the world can take to help support the Sustainable Development Goals” (free translation “personal actions that every individual in the world can take to support the achievement of the SDGs”).
These are small actions which, if implemented over time, can change each individual’s lifestyle and actively contribute to the achievement of the 17 global objectives of sustainable growth.
For this reason Icon Collection creates “We Plant”, a brand that is a vehicle for virtuous initiatives and projects aimed at the development of sustainable actions and practices with a view to:
– Reduction of pollution
– Reforestation
– Water saving
– Energy saving
– Sustainable waste collection
– Food saving
Sustainability starts from the rooms and suites
In the Icon Collection rooms and suites, the classic bottles with shampoo, shower gel and conditioner have been replaced in the courtesy line with reusable bottles. In order to align with the regulations on the spillage of surfactants into the sewage system, “ecolabel” detergents will also be implemented in some departments for cleaning and sanitizing furnishings and internal and external spaces.
Tips for Environmental Protection, reserved for our guests
– Using water sparingly allows you not to waste it; help us by leaving the towels you want to change inside the shower and those you want to reuse on the towel racks.
– Pour the dirty water into the appropriate drains facilitates purification through the wastewater network; avoid pouring unsuitable substances (oils, paints and other chemical substances) into sinks, showers and toilets, even if in minimal quantities.
– If you have to get rid of non-ordinary solid and liquid waste (oils, used batteries, paints, etc.), contact the management who will be able to advise you on the correct disposal method.
– Carrying out separate waste collection is a good habit to maintain even on holiday: it is recommended to throw waste in the appropriate containers located outside the rooms.
We Plant 2025
The “We Plant” project, now in its third edition in 2025, represents one of the most authentic pillars of Icon Collection’s commitment to sustainability and people. 19 internal guests were involved, true protagonists of an initiative that combines environmental protection with the valorization of those who contribute every day to the Group’s growth. The event, scheduled for Monday, October 20, 2025, at the Park Hotel Marinetta in Marina di Bibbona, is part of a reforestation project for the municipal pine forest, launched in 2023 and also supported by the Municipality of Bibbona.
Since the first edition, Icon Collection has already planted dozens of trees in the Marina di Bibbona pine forest and in the 5-hectare natural park of The Sense Experience Resort 5*L, generating a tangible impact on the local environment and involving a growing number of employees each year.
The third edition confirms the Group’s desire to combine environmental sustainability with attention to people, promoting shared responsibility and mutual listening.
The project is inspired by the principles “PEOPLE” and “Let’s listen to each other“, which embody Icon Collection’s philosophy: building a sustainable organization based on human well-being. People — employees, guests, and the community — are the beating heart of every decision, every initiative, and every rooted in the local community.
PEOPLE is dedicated to empowering employees and building a shared future. Through personalized learning paths and moments of active listening, the project promotes professional and personal development that responds to individual needs and strengthens a sense of belonging. It is a program that puts into practice Icon Collection’s founding values — collaboration, growth, and inclusion — and represents an important part of the Group’s vision: combining environmental sustainability with the centrality
of people, creating a work environment where everyone feels listened to, inspired, and part of a community.
In an era where the difference between an ordinary stay and a memorable experience hinges on human relationships, in 2025, Icon Collection launched the “Let’s listen to each other” project, a pioneering initiative that redefines the very concept of hospitality. It’s not just about customer care: the project stems from the desire to renew the company culture from within, making widespread listening a cornerstone of the Group’s identity.
During the day, new Halepensis pines and holm oaks were planted, symbols of rootedness, strength, and shared growth.
“People are at the center of everything we do,” says Federico Ficcanterri, CEO of Icon Collection together with his cousin Riccardo. “Every tree we plant represents a bond of trust, listening, and gratitude towards our internal guests. ‘We Plant’ is not just an environmental gesture, but a way to grow together, as individuals and as a community.“
“We Plant” also contributes to the achievement of the World Business Council for Sustainable Development’s SDG 15 “Life on Land” (Love Nature), strengthening the Group’s commitment to protecting biodiversity and regenerating natural heritage. With this initiative, Icon Collection demonstrates that caring for nature also means caring for the people who inhabit it.
We Plant, Event 2023
Evento We Plant 2023
During the presentation event of the We Plant project, sponsored by the Municipality of Bibbona, which was held on Wednesday 25 October from 11.30 am at the Park Hotel Marinetta, with the presence of the Mayor of Bibbona Massimo Fedeli, and the President of the Tuscany Region Eugenio Giani, different types of trees and shrubs have been planted in the municipal pine forest: 5 strawberry trees, 1 juniper, 4 holm oaks, 1 mastic tree, 1 tamarisk and 25 pinus halepensis.
The intervention is part of a larger reforestation project of our “natural cathedral”, the Tombolo Biogenetic Nature Reserve. Specifically, the portion of the pine forest in Marina di Bibbona.
Each plant is equipped with a “passport” which certifies its origin and supply chain, in line with rigorous sustainability standards and bears the name of one of our internal guests (our collaborators) who has worked with us for at least 3 years.
The “We Plant” project is a significant step towards promoting a more sustainable and responsible lifestyle.
“It was a truly special day, an occasion where nature, sustainability and the recognition of our extraordinary employees came together for a single purpose. Seeing our “We Plant” project come to life with so much enthusiasm and participation filled us with joy and pride. This initiative is tangible proof of our daily commitment to a better world, where nature and community are at the center of every action. Paying homage to our most loyal collaborators, our internal guests, who have dedicated precious years to our group, is testimony to the value we attribute to the people who make all this possible. Yesterday’s success is just the beginning of our journey towards a greener and more sustainable future, and we look forward to continuing to plant seeds of change and growth, together.”
Federico Ficcanterri – Administrator
Evento We Plant 2024
We Plant 2024
A tree for our internal guests
On October 30, 2024, the second edition of the “We Plant” event took place in the splendid 5-hectare park of The Sense Experience Resort, renewing Icon Collection’s commitment to sustainability and appreciation for its “Internal Guests.” The ceremony was attended by distinguished representatives of local institutions, whose participation underscored the importance of an initiative that combines respect for the environment and recognition for those who contribute to Icon Collection’s success every day.
Following last year’s success, when 35 trees and shrubs were planted at the Park Hotel Marinetta in Marina di Bibbona, the 2024 edition focused on planting another 26 trees and shrubs in our large 5-hectare park dedicated to employees with over three years of service to the group.
The event was attended by several representatives of local institutions, including the Mayor of Follonica, Matteo Buoncristiani, the Councilor for Tourism, Stefano Boscaglia, and the FAI Delegate for Grosseto, Maria Pia Vecchi, along with the head of the delegation for the northern Grosseto province.
The “We Plant” project aims to leave a lasting impact, both for the environment and to strengthen the sense of belonging and recognition for each team member. “Our ‘internal guests’ are the beating heart of the company,” said Federico Ficcanterri, founder of Icon Collection, “and it is essential for us that they feel valued not only as professionals, but also as people.“
In addition to strengthening Icon Collection’s commitment to sustainable development, the “We Plant” initiative is aligned with the “Love Nature” objective (Goal 15) of the United Nations’ Sustainable Development Goals (SDGs), a key step in promoting environmental awareness and responsibility. Icon Collection continues to lead the way through practices such as reforestation, water conservation, and waste reduction, making a tangible contribution to a greener and more responsible future.
Icon Collection is proud to integrate environmental responsibility into its core values, and “We Plant” is a testament to its commitment to its employees and the planet.
Through simple yet meaningful actions, the Group demonstrates how sustainability and care for its employees can coexist, creating a culture of respect and a lasting legacy for future generations.
