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Driven by Lavazza’s desire to share its values and success with the world, Museo Lavazza celebrates the company’s multifaceted story with the richness of coffee as a global phenomenon: coffee is both an everyday, personal pleasure and a way of connecting others through the social nature of coffee culture.
The Museum experience covers company milestones and different aspects of the business, such as the Lavazza production process, the investments in design and art, various marketing campaigns, and much more. Each one of the five galleries has different content and design, resulting in 'five museums in one'. It is a highly interactive experience led by the use of an RFID-enabled Lavazza cup that helps visitors activate the interactive media and save their own choices. The visitor journey finishes with the tasting of a Lavazza design recipe.
In order to authentically capture the Lavazza family and brand’s innovative spirit, we consciously decided to work in a more experimental way. Thinking about each space in terms of the emotion and atmosphere, we created expressive visual collages in lieu of plan and elevation drawings. The emotions and moods we chose were drawn from our time spent with the Lavazza family, from coffee tastings to intimate dinners, to capture their essence.
Our creative team was led by London-based Italian designers and writers, who helped us to understand coffee culture from an Italian perspective. As a multinational firm working on projects around the world, we also brought an international point of view that enabled us to see coffee as a global phenomenon.
Working closely with Lavazza’s archivist, Daniela Crosta, and the Lavazza family, we were able to uncover hundreds of images, photos, objects and documents. We commissioned interviews with coffee buyers, testers and producers to give new insights into making the coffee, and with family members to contribute their memories. Expressed in the design, this way of working has created a uniquely personal and richly textured museum, alive with faces and voices, and full of the visual character of Lavazza’s bold iconography, provocative advertisements, distinctive graphics and creative collaborations.
Our design concept centers around the ‘unique blend’ of Lavazza’s winning combination of tradition and innovation. Combining age-old rituals with contemporary design and immersive technology, the Museum gives visitors an opportunity to explore Lavazza’s philosophy and find their own connection to the brand. Journeying through five distinct galleries, visitors personalize their experience by ‘filling’ an interactive RFID-enabled Lavazza cup with their own individual blend of information and stories that resurface in the final gallery.
With growing public awareness, Lavazza’s emerging marketing campaign and an overwhelmingly positive international press response, Museo Lavazza has already exceeded expectations. More than 35,000 people have visited the Museum in the first six months, with visitor numbers per month continuing to grow.
Mental Floss called it ‘Another Reason to Visit Italy’ and Lonely Planet wrote ‘the Museo Lavazza features as the perfect place to learn everything that there is to know about coffee and its production.’ Functioning as an anchor of the regeneration of Borgata Aurora, a former industrial district of Turin, the buzz around the project has already fulfilled Lavazza’s goal of highlighting the cultural and social strengths of the city.
The return on investment for Museo Lavazza is both financial and social. Looking at visitor numbers and sales from the past year, Lavazza has created a Business Plan, which will ensure that the Museum is self-sustaining, with costs covered through visitors’ tickets, bookstore sales and events in the Nuvola complex. Socially, Museo Lavazza is a valuable tool for the Lavazza company to promote its brand values and corporate social responsibility to a wider audience that will be more motivated to buy Lavazza as a result.