Foams are everywhere. Most common applications are in cushioning and thermal insulation, that derive from attributes of energy dissipation at low stress level and low thermal conductivity and high thermal diffusivity, not to mention weight-reduction. By looking at Nature, which has selected porous materials for the structures and other numerous marvelous functions in animals and plants, we feel that the use of foams can largely increase, with benefit for the environment and the development and technological progress. At the foamlab of the University of Naples Federico II, we design new characterization tools for the polymer/blowing agent solutions and new foam processing equipment, to gain new understanding and in turn develop novel products and materials. Polyurethane-cement hybrid foams, foamed hollow micrometric and nanometric particles, microcellular polyurethanes and multilayered graded foams are examples of patented advanced materials and technological platforms we developed. Simple, not easy, approaches grounded on scientific knowledge are the realm for breakthrough innovation.