lavazza design people book retraces design of coffee culture from 1996 to 2020

readers sip along to a unique industrial story

italy and coffee has a famous history, but global producer lavazza proves the bounty is more than just the bean. ‘lavazza design people. 1996/2020’ is a new book that maps the universe of lavazza design, the people and the creativity inside and outside the cup of joe. the long relationship between the brand and the world of design is reconstructed in a book for the first time, through the voice of contemporary observer virginio briatore and published by corraini edizionzi. the volume takes coffee connoisseurs on a journey through the latter-most 20th century to near present day, delving into the history of collaborations between the turin-based company and personalities within design. readers sip along to a unique industrial story.

lavazza design people retraces the italian brand’s historic relationship with coffee from 1996 to 2020

‘lavazza design people’ narrates coffee culture from 1996 to 2020

founded in turin, italy in 1895, lavazza has always paid close attention to design. this consideration helped the coffee culture of the brand grow exponentially in the 1950s and 60s. it was an extraordinary era of experimentation driven by italian post-war designers in the global limelight. a more synergistic approach was the catalyst for the brand’s second significant chapter in history, from 1996 to 2020. the book, ‘lavazza design people’, documents this evolution in design, research and experimentation, guided by virginio briatore, design philosopher and lavazza consultant for design, architecture and aesthetics.

art direction and graphic design by oikos creative lab

‘designers come first. products come next. a significant part of the historical, intangible and reputational heritage of a company consists in the quality and variety of designers with whom the company has worked with. the book tells the varied stories of about forty people who in the beginning of the century have collaborated with a receptive and curious and reliable company,’ introduces virginio briatore at a talk with four lavazza design people – claudio caramel, raikhan musrepova, florian seidl and duo setsu e shinobu ito – at the brand’s flagship cafe at piazza san fedele, near the duomo, milan during milan design week 2021.

during milan design week, lavazza hosts a talk with florian seidl, francesca lavazza, virginio briatore, raikhan musrepova, setsu e shinobu ito, and claudio caramel (from left to right)

coffee, a precious raw material beloved across the globe, is the beating heart of lavazza. but what makes the brand unique is the creativity intertwined to bring this culture to life. ‘design is a story of people’ is a concept that guides the brand. the book emphasises this message by revealing iconic, eccentric and always revolutionary visions, proposals and solutions in the field by about forty professionals, each featured in the book. these ranged from ‘designer’ coffee pots to collections for catering services and even unique pieces for high-end lines. the intangible heritage of exhibitions, studies, new approaches, reinterpretations, research on materials, services and fittings are all on display.

virginio briatore, next to board member francesca lavazza, authored the new book and moderated the talk

different chapters with the book also delve into the field of interior design in the world of coffee. the reader is taken on an immersive journey, one that obviously feels familiar to experiences within a lavazza cafe but now with its secrets and details unearthed. these revelations give an insight into the brand’s imagination and visual identity, which is characterized by cleanliness, innovation, sustainability, human warmth and creativity.

lavazza A modo mio smeg designed by matteo bazzicalupo and raffaella mangiarotti (deep design). project assistant: juan rodrigo torres plata

the machines of lavazza also receive special attention in the book, as if a reflection of its importance to the brand too. documents explore the design details of these objects, the study of shape and care of development. the machines strike a fine balance between a solid and characterful as well as light appearance. this is all in the aim of delivering an excellent consumption experience combined with an aesthetic that embodies beauty, functionality and italian style.

florian seidl (left) leads the in-house design office at lavazza, set up in 2015

architect and designer claudio caramel designed the iconic lavazza cup (model pictured) in 1996

book info:

name: lavazza design people. 1996/2020
author: virginio briatore
format: 142 pages
publisher: corraini edizionzi
language: italian, english
publish date: september 2021