Project - Lavazza and the world of design

The success of Lavazza design

Design Paradise is another chapter in a long story of success that is part of a tradition of innovation and excellence. Lavazza’s commitment to design has always been to remain ahead of trends and to convey modernity, Italian design and positivity. Thanks to the inexhaustible search for new ways to communicate the beauty of its objects, for almost a century Lavazza has been seen not only as a manufacturer, but more as an idea generator and a lifestyle. Since the 1950’s, as well as providing consumers with excellent coffee, the Lavazza family has reinterpreted in many different ways, the values and true presence of Italian espresso in the whole world.

Renowned Lavazza designers

Our dialogue with the best italian and international designers has led to some unforgettable moments in culture and design: from Armando Testa’s posters to Zanuso’s cafetière, the espresso machines designed by Pininfarina to the proposals for the Lavazza calendar made by designers such as Helmut Newton and Annie Leibovitz. The numerous ways of expressing Lavazza design has led to a new way to talk about coffee : , on the TV, as a ritual, using irony and entertainment. From Carmencita to Manfredi and Solenghi, from Forattini to Bonolis, Lavazza illustrates the art of making and drinking coffee in short anecdotes, homeopathic pills of hilarity, of surprise and comic-therapy.

1946 - launch of the first Lavazza logo

1950 - the first Lavazza slogan "Miscela Lavazza...Paradiso in tazza" (Lavazza blend.... paradise in your cup). This was the first slogan used in the first Lavazza promotional images.

1964 - The Paulista brand appears on TV. The first advertising for Caballero and Carmencita.

1977 - The Carmencita era is over. A new era of TV advertising begins. Until ’93 famous Italian actor Nino Manfredi is the personification of Lavazza coffee.

1979 - The launch of the Carmencita cafetière designed by Marco Zanuso.

1993 - Lavazza decides to launch the era of the photographic calendar. Over time, internationally famous photographers such as Helmut Newton, Ellen Von Unwerth, Ferdinando Scianna, Albert Watson, Marino Parisotto, Elliott Erwitt, David LaChapelle and more would be called on to contribute.

1995 - The start of the Paradise campaign, led by famous Italian actors Solenghi e Garrone, Garonne appearing as Saint Peter. Also in 1995, another legend of italian and international design, Pininfarina, applies his mathematical beauty to the restyling of the coffee machine “Espresso Point,” for use in small offices and work spaces.

2007 - The A Modo Mio brand is launched. The new Lavazza coffee pods, inspired by pop art, are launched in 2007 with the new espresso coffee machine developed especially for family use.

2009 - The Lavazza Design Paradiso project is announced. Ten of the most important names from the design scene interpret the concept of paradise in the home producing a collection of unique and exclusive products.