Italian coffee specialist Lavazza has chosen Milan as the location for its first flagship store. The space has been designed by JHP Design to offer an immersive and innovative experience of the authentic world of Lavazza coffee. This essential everyday ingredient is presented in a way that allows customers to discover its original aspects as part of a multisensory experience that embraces tradition and innovation.
The store is located in the historic Piazza San Fedele, a place in the heart of Milan that combines history and modernity. An iconic Italian style permeates the flagship, ranging from materials to finishes, thanks to the partnership between the Turin-based firm and some of Italy’s leading designers.
Interior design plays a key role, epitomised by the eye-catching chandelier with its cascades of light formed by more than 600 pendants in the form of illuminated coffee beans. The interiors stand out for the elegant and original designs by the gourmet illustrator and food journalist Gianluca Biscalchin, whose subtle contemporary taste comes to life in some special installations on the walls and in other bright green details that recall coffee plantations.
The opening of the first Lavazza Flagship Store is part of a strategic plan that aims to illustrate the company’s expertise acquired over its more than 120-year history as well as the creativity it applies to coffee experiences.
The contemporary Lavazza flagship will welcome visitors and accompany them through a journey in discovering both traditional and new coffee drinking methods, all in four areas arranged around a focal elliptical central bar, with a style and colours that evoke the raw ingredient, providing a stage for all possible coffee experiences, within a unique atmosphere. Above the bar is a spectacular chandelier, designed as a scenic element to emphasize the magic of coffee. Its overall shape represents a large coffee bean, comprised, in its turn, by 640 beans in two different sizes.
‘The opening in Milan, a city that has in recent years gained considerable global attention, is part of a wider-reaching international strategy with the important, yet challenging objective of helping to renew the brand’s image. This is the first phase of a process that will see the opening of new Flagship Stores in key markets for Lavazza,’ says Giuseppe Lavazza, vice chairman of Lavazza.
‘We firmly believe in this project, which aims to give everyone the chance to experience the very best the world of Lavazza coffee has to offer. We will be surprising the public with brand-new Coffee Design products, developed thanks to our extensive expertise in experimentation in partnership with the top gastronomy world. All of this taking place in a venue where every element conveys the history and soul of a company that has always been committed to promoting authentic Italian coffee tradition with a constant eye on the future and innovation,’ adds Marco Lavazza, vice chairman of Lavazza.
The Lavazza flagship store also serves as a “gastronomic café,” developed with the objective to represent the world of coffee in all its forms, along with exceptional food offerings that testify to the Turin-based company’s longstanding relationship with top gastronomy, which has been developed over twenty years. Lavazza’s ongoing commitment to excellence and experimentation is behind the development of the Flagship Store’s food menu which includes both sweet and savoury items that reinterpret traditional Italian cuisine in small-bite formats, using only the very finest ingredients. It is the ideal choice for a lunch break or a snack packed with flavours, developed around the central experience of coffee.
The store is divided into four areas with one central element: coffee.
1. Coffee Design – an artform
The journey through the world of coffee begins with surprising recipes offered in an area called Coffee Design, expressing the brand’s innate vocation for creativity and innovation. Innovative Coffee Design products are the result of research and experimentation involving coffee carried out by the Lavazza Training Centre and involving top international chefs. This has led to unique coffee creations presented to consumers for the first time in the flagship. Like in a real cooking show, customers can watch the preparation process and taste some of the Lavazza Coffee Design recipes, which play with the element of coffee, artfully transforming it into various gastronomic innovations including coffee foam, caviar, cocktails and unexpected solid products for new taste sensations, from breakfast to dessert.
2. Freshly Roasted Area (pictured above)
The Freshly Roasted area is devoted to the discovery of the art of roasting and blending, an all-Italian innovation introduced by the company’s founder Luigi Lavazza in 1895. Just like the first Lavazza’s first grocery shop in Turin’s Via San Tommaso, high-quality fresh green coffee, sourced from coffee growers all over the world, are transformed here using a special roasting machine. All this is done in full view of customers, who can try or buy selections of the best origins and blends handpicked by Lavazza. Devoted to the place that hosts the flagship store, the prized ‘San Fedele’ blend containing three special origins from Ethiopia, Guatemala and El Salvador has been specially formulated by Lavazza’s master blenders for the people of Milan, and beyond.
3. Café area
In the Café area, customers can enjoy Lavazza’s premium coffee shop products, including the prized organic Alteco and the Kafa special edition blends, offering an unique journey from the north to the south of Italy by way of historic espresso recipes and local reinterpretations, all accompanied by special selections of handmade chocolates created by Guido Gobino for Lavazza.
4. Slow Coffee
Lastly, a space is devoted to the magical transformation of Slow Coffee a skill that coffee enthusiasts can experience for themselves first-hand. Espresso is the traditional interpretation of coffee, but it isn’t the only one. Visitors to this area can see all the various extraction systems, from the syphon to the Chemex, the cold brew, the pour-over and the aeropress, without forgetting the beloved mocha pot. Different expressions with a single purpose: highlighting the excellence of the coffee origins and blends.