A giant cup of steaming-hot Lavazza coffee welcomed visitors to the Italian Pavilion at Expo 2015. The ‘steam’ in reality was a swirl of words and images dedicated to the world of Lavazza.
The design is the work of architect Fabio Novembre, who already teamed up with Lavazza back in 2011 to design and lay out the exhibition to celebrate the 20th year of Lavazza calendars.
The aroma of coffee
will embrace all visitors
in a vortex
of flavours, where words
and images on
LED displays turn into the Lavazza signature
Milan played host to the universal exhibition. From 1 May to 31 October 2015, six months of discovery, meetings and conversations on the theme “Feeding the Planet: Energy for Life" took place. More than 130 countries took part. Each exhibitor brought their own vision and interpretation of the future world in terms of food, the environment and sustainability.
"Can enough food and water be provided for the global population? Will there be improvements in food safety? How can we find new solutions and prospects to safeguard biodiversity?" These were the questions and topics discussed at the numerous debates and events.
A visit to Expo was like taking a walk through a giant theme park, where one could learn much about the things we eat and drink every day, find excellent products and broaden their horizons. The star of the Lavazza stand was ¡Tierra! Intenso, the 100% sustainably grown blend named after the first Corporate Social Responsibility project to be carried out entirely by Lavazza, starting in 2002.
¡Tierra! is also the first sustainable development project that has been translated into a top-quality, dedicated range of products that continues to evolve.
The giant Lavazza cup in the Italian Pavilion was the focal point of the conversations and discoveries by Expo visitors. Coffee has always been an important social ritual - a way of welcoming people, and an opportunity to get together for a chat, a break from work or a meeting. It is a habit with ancient origins, which first became popular in Ethiopia and Arab countries, before spreading to the Western world.
The Italian Pavilion
of the Nursery
The theme of the Italian Pavilion was the ‘Nursery’, the idea of a space for growth and training. Drawing on this concept, Lavazza selected a team of young baristas from top catering schools and trained them up to participate in the operation and management of the coffee-themed Piazzetta and to welcome visitors.
The idea was for Expo to offer great opportunities for growth, especially for young people.