Milan, Italy (September 19th, 2017) – Lavazza, the Italian coffee market leader and one of the industry’s major global players, inaugurates its first Flagship Store in the heart of Milan today. The store is a truly unique space, which has been designed to offer an immersive and innovative experience of the authentic world of Lavazza coffee. The essential everyday beverage, coffee, is presented at the space in a surprising new way, allowing customers to discover its original aspects as part of a multisensory experience that embraces tradition and innovation. This offering ranges from the classic Italian espresso to exclusive Coffee Design creations, to demonstrating the entire process of making coffee from the art of roasting to various extraction techniques. All different expressions with a single purpose: highlighting the quality and uniqueness of Lavazza coffee in all its forms.
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 the coffee experience.
“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,” commented 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,” added Marco Lavazza, Vice Chairman of Lavazza.
In fact, this new coffee house embodies every aspect of Lavazza.
The contemporary Lavazza Flagship Store will welcome visitors and accompany them through a journey in discovering both traditional and new coffee drinking methods. All of this, found in four areas arranged around the focal point, an ovoid bar, whose style and colours 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.
Four areas, one central element: coffee