Design as an experience
Lavzza Design Paradise is not only the creation of a collection of objects. It is much more. It is a unique experience, a story that started in March 2007 that saw excellence in Italian design dialogue with one of the brands that best represents the Italian food industry in the world.
For this reason – and because perhaps there is no other way to tell a story except to wrap it in up in a volume – Lavazza gave the task to Virginio Briatore, curator of the Design Paradise initiative, of putting together a book recording this exhilarating journey.
Design as a story
Lavazza Design Paradiso is the story of many people who for more than two years strived for the pleasure of success through effort and dedication.
A story that explains how it was possible to transform the fantastical place of Lavazza Paradise into a line of real, existent, functional design objects.
“Extracting the substance from the spirit has been a long journey and we are pleased to have succeeded – altogether – in taking a small step towards the concrete realms of design.
Finite? Infinite?
Nobody knows.
But soon a lot of people will be able to touch paradise.”
Virginio Briatore – Lavazza Design Paradiso