This spirit, which led Luigi Lavazza to conceive the blend, is the same spirit expressed in the work of great artists, the visionaries who know how to see and describe change before everyone else. Lavazza's commitment to art is the desire to keep this spirit alive.

The first venture out explores what was at the time the unfamiliar world of advertising.

Thus began the collaboration with Armando Testa, who led Lavazza (already present in the first edition of the “Carosello” TV show in 1957) to the forefront of advertising graphics; thanks to the animation of memorable characters such as the beautiful Carmencita and the gunslinger Caballero.

In 1992, the project that was to become the most iconic expression of the brand's philosophy and identity was started: the Lavazza Calendar. Helmut Newton, David LaChapelle, Annie Leibovitz and Steve McCurry: these are just some of the most important names that have put their inspiration to the service of this project, which has run for more than twenty years.