Lavazza Casa 1895
Located in Settimo Torinese, this 1960s factory building was renovated to create an advanced new factory dedicated primarily to the production of Lavazza’s specialty 1895 coffee. Visitors experience the multi-sensory process of coffee design, from the origins of coffee beans to the process of transforming beans into the perfect cup and finally, to the experience of tasting the quality coffee.
The Challenge
The main focus of interpretation needed to be for the most knowledgeable of the three target audience groups, as they represent the core audience for the experience. So primary interpretation could not be overly simplified, especially in explaining the coffee production process itself, as passionate visitors are already deeply familiar with it. At the same time, the enthusiastic but less knowledgeable audience could not be alienated with too much technical detail, as we needed to help them build their knowledge of coffee production, tasting and flavors.
Project Vision
The Lavazza 1895 coffee factory is located in Settimo Torinese, Italy. The 1960s factory building was renovated and redeveloped in 2019 to create an advanced new factory dedicated primarily to the production of 1895 coffee. The Casa 1895 visitor experience was developed in tandem with the architectural refurbishment of the building, and the design of the factory, so the visitor experience is truly integrated into the workings of this new factory environment.
Immersive projection invite visitors to go on a voyage along with one of Lavazza’s coffee scouts to discover the culture, climate and economy of this month’s origin country.
Filippo Marta
Origins space: Immersive projections with expansive views of coffee plantations blend into glossy green walls of real plants, creating a space full of nature, light and vistas.
Filippo Marta
An overhead canopy projection, mirrored walls, images and descriptions of coffee plants magically emerge and disappear again, giving visitors a first glimpse into the world of coffee.
Andrea Guermani
Design + Execution
The 1895 brand approach is based on authenticity and honesty: rather than pretending to be a small-scale crafted brand, 1895 embraces the incredible quality that can be achieved by bringing the heritage, expertise, innovation and resources of a major international brand to develop a premium product. Closely aligned to the 1895 brand identity, the design for the Casa 1895 visitor experience established the brand’s experiential design language. The design blends together two things: the authentic industrial character of the real working factory with the elegant contemporary look and feel of the 1895 brand. The design makes a clear experiential distinction between the visitor experiences that were beyond the factory and those that were embedded in the factory environment.
Integrated interpretive panels emphasize advanced technology is part of ensuring high quality of the beans used in 1895 coffee; simple hands-on interactive enables visitors to learn about coffee beans.
Filippo Marta
Walking up onto of the raised walkway above the factory floor, visitors encounter the dramatic scale and height of the live blending machine.
Filippo Marta
Overhead, illuminated, immersive projection domes create an enveloping experience with evocative imagery of aromatic notes: flowers, fruit, nuts, chocolate and herbs.
Filippo Marta
Two sculptural circular tasting counters, each with a Lavazza ‘caffelier’ hosting and preparing coffee in the centre, enable personalized tasting experiences for two groups.
Filippo Marta
Project Details
The most innovative aspect of this installation is how it brings another dimension with AR as a layer to give an experience beyond the art and enhance the storytelling.
The use of technology makes sense in this context and I appreciate how well the animations fit the style of the showcased pieces. I think it is great how artist and designer collaborated to enrich and deepen visitors experience.
When looking at all the different expressions of AR submitted this year, this project struck me as the most innovative and exciting. Here, AR is put in service of the artist to "augment" the artworks themselves and bring them into dialogue with the viewer. I'm excited by the expressive possibilities of art that anticipates and incorporates digital layers and interactivity.
Design Team
Phillip Tefft (project director)
Mirko Cerami (project leader)
Tracey Taylor (content developer)
Mat Mason (director of graphics)
Mina Demiren (graphic designer)
Charlotte Stevens (content developer)
Alice Barsottini (3D designer)
Collaborators
Paolo Uboldi Architects (architects)
Binario (audio-visual integration)
Karmachina (interactive media)
Strosselli (lighting)
Photo Credits
Andrea Guermani (photography)
Filippo Marta (photography)
Open Date
October 2020