The Lavazza Museum in Turin is an immersive experience into coffee culture and its rituals, a multi-sensory journey that retraces the history of the company and the coffee supply chain.

Five themed areas defined by sounds, images and aromas:

– Casa Lavazza

This is the place and the time when it all began. The museum tour starts in Casa Lavazza, an intimate family space where the main milestones from over 120 years of the company’s history can be retraced. One of Italy’s greatest entrepreneurial adventures began with just 50 Lire, the cost of a tailored suit.

Casa Lavazza: a place, a dream, an idea

This is the history of a family that grew into a company, and a company that grew to become a family.

And there’s nowhere better than “home” to trace the milestones in the life of Luigi Lavazza and the three generations that followed: an old bill of exchange, photographs, notes, accounting ledgers and grocery store lists attest to over 120 fascinating years of history

– The Fabbrica

The Fabbrica is the area dedicated to coffee production processes: from the plantations to the coffee harvest, all the way up to its arrival in Turin, where the beans are skilfully roasted and ground. It is here that the magic of the perfect blend takes place. Discover the journey of Lavazza coffee

The Fabbrica: a journey through coffee and culture

From the plant to the espresso cup, here we can explore the production process that makes up the coffee supply chain. Colours, sounds and aromas from the different stages of the coffee life cycle: from the plantations to the harvest and all the way to Turin, for processing and distribution. Visitors will learn about the essential roles performed at every stage, as well as the quantity of elements that are needed for sustainable, high-quality work.

– The Piazza

The Piazza is a place to celebrate the ritual of coffee in an open, sociable setting, reminiscent of a typical Italian square from the sixties. It is the place where the rituals, vision and icons of Lavazza come together and interact harmoniously.

The Piazza: celebrating coffee in all its forms

Here, the ritual of coffee is celebrated through Lavazza icons: the espresso, the espresso cup, coffee design, the “autobar” coffee van, and the Carmencita coffee maker. From the first espresso coffee machine to espresso in space: coffee is seen in all its forms, not just as a liquid, thanks to the creative flair and passion of those who work every day to bring innovation to the world of coffee.

Finally, a corner where it all comes together: design, history and the cutting edge, a preview of the Atelier.

– The Atelier

A unique area, whose images and installations give the impression of a film set. Here, young visitors can attend educational workshops, while adults rediscover some iconic characters from their childhoods: Caballero and Carmencita, the legendary stars of the unforgettable Italian TV show “Carosello”. They can also admire the history of Lavazza calendars, created through collaborations with the world’s most famous photographers.

The Atelier: 60 years of creative collaborations

The Atelier at the Lavazza Museum features 4 stations where souvenir photos can be taken with the iconic figures of the company’s creative history. Get your brightest smile ready, as you will find plenty of opportunities for photos to bring home with you. Play the starring role on sets that recount the company’s collaborations, from “Carosello” to the Calendars, via Paradise!

– The Universo

An exclusive conclusion to the experience, with the unique taste of Lavazza

No tour of the museum could end without a taste of Lavazza excellence: from the classic coffee experience with single-origin blends to Lavazza Coffeetails, the exclusive recipes from Coffee Design, the fruit of the Lavazza Training Center’s collaboration with leading international chefs. Come and experience new ways of tasting an espresso.

The Company

Luigi Lavazza S.p.A., shortened and stylized as LAVAZZA, is an Italian manufacturer of coffee products. Founded in Turin in 1895 by Luigi Lavazza, it was initially run from a small grocery store at Via San Tommaso 10. The business is currently administered by the third and fourth generations of the Lavazza family.

Lavazza imports coffee from around the world, including Brazil, Colombia, Guatemala, Costa Rica, Honduras, Uganda, Indonesia, the United States and Mexico.

Sustainability

Sustainable production concerns have led the company to develop the ¡Tierra! project, a sustainable agriculture program in Honduras, Colombia and Peru, that seeks to improve the quality of coffee as well as the environmental and working conditions of those communities.

Retail

The company operates a number of retail coffee shops (“Il Caffè di Roma” and “Espression”). The shops offer traditional coffee drinks as well as whole bean and ground coffee for home use.

Sponsorship

Lavazza became a sponsor of Liverpool F.C. in 2018 and the Williams Racing team in Formula One, as they are a personal sponsor with Canadian Nicholas Latifi. Also through the agreement reached in September 2020, Lavazza became the official coffee brand used by Juventus F.C.