SHARRYLAND
The Lavazza Museum: coffee from its origins to space
Where a corporate epic and the fictional story of the world's most popular drink is told.
Where is
What it is and where it is
Lavazza is one of the great names in Italian coffee. The company, founded in Turin in 1895, is now headquartered in the Borgo Aurora neighborhood in the eastern sector of the city, in a complex opened in 2018. Surrounded by a garden-square, it is immediate to distinguish the contemporary-designed headquarters from the other historic, industrial-style buildings that have been redeveloped as a company museum or as event, educational and catering spaces. All, brought together in the name of Cloud to suggest the functional interchange between the various parts and the pervasive conception of the ideas that support the project.
Why it is special
The focal point of the visit is the museum, which starts from the 120 years of the company's history to broaden the discourse to everything that revolves around a cup of coffee in both a geographical and cultural sense. In fact, the itinerary is marked by five thematic areas - Casa Lavazza, the Factory, the Piazza, the Atelier and the Universe - in a crescendo that from curiosity about company memorabilia, ideally expands into the sphere of communication and the intangible dimension of taste. A nice game back in time for older visitors; a real discovery for new generations.
Don't miss
The museum is organized on two levels, which allows for a clear distinction between the material aspects of the company's activities and those of communication, which in the case of Lavazza has always played a central role in the company's business policy: starting with figurines from the 1950s-1960s, representative of the period's advertisements, to television commercials, played by actors of the caliber of Nino Manfredi, to photos of auteur calendars, from Helmut Newton in 1993 to Steve McCurry in 2015, just to name the most famous names.
A bit of history
Luigi Lavazza left the hills of Alessandria and his native Murisengo for Turin in 1894 with the idea of making his fortune in commerce: first behind the counter of a grocery store, later specializing in coffee. Declaring the affirmation of the fledgling company is the intuition to propose coffee blends of different origins, displacing a competition incapable on the first ones to grasp its scope: a breath of fresh air, in the true sense of the word, since since then the classic cup has profused a completely different aroma.
Curiosity
The Lavazza Museum is distinguished by a multimedia set-up punctuated by more than fifty stations. To activate its functions, simply pull over a gadget in the shape of a cup that is given to each visitor: a multisensory experience, which at the end of the tour also includes the tasting of an espresso, served at the counter of a futuristic tasting room.
Enter the Map of Italy's Undiscovered Wonders and find treasures where you least expect it... Inspire, Recommend, Share...
Collections
Discover places and related research
The Map thanks:
Enter the Map of Italy's Undiscovered Wonders and find treasures where you least expect it... Inspire, Recommend, Share...
Where is
Collections
Discover places and related research
