Greg Goya for Serravalle Designer Outlet

The Road Not Taken, the new installation by artist Greg Goya, arrives at Serravalle Designer Outlet. Created in collaboration with McArthurGlen, the work has been designed especially for Serravalle.

The project draws inspiration from the idea of travel, discovery and possible directions. It is an artwork conceived to become part of the Centre’s spaces and transform visitors’ passage into a moment of curiosity, encounter and participation.

The title references the famous poem by Robert Frost, where a road becomes a symbol of choice. From this inspiration, the installation takes shape without revealing everything at once, inviting visitors to pause, observe and follow an open question.

Through his immediate and recognisable visual language, Greg Goya brings a new visual narrative to Serravalle, designed to surprise the public and lead them towards an unexpected perspective.