A caveau that becomes a concert hall, cocktail bar and much more. At the centre: the new Deséa coffee maker. For the fourth time Lavazza is present at the Fuorisalone 2019. Once again, with an exceptional partner: this year it’s Gufram. “In past years, we took part with different initiatives, always intended to amaze customers,” explains Pietro Cacace, Head of Machines Home OCS&Vending Marketing of the brand from Turin, who remembers the many chefs and installations “of high visual impact”, like the one dedicated to the Campagna Paradiso. Last year the memorable collaboration with TOILETPAPER, an unconventional coffee shop on Via della Moscova, right near the heart of Brera. “That project perfectly represented the creative vocation of Lavazza, who has always been open to working with contemporary companies in Italy to create initiatives and products where coffee meets design in a truly innovative way”. The bond between coffee and design, continues Cacace, as expressed by Lavazza are initiatives like Coffee Design, a unique discipline conceived by the brand in which the avant-garde in food design is conveyed by coffee to create new and surprising taste combinations. This year Lavazza leaves the city centre and heads to Ventura Centrale, in the former warehouses located below the train tracks.

How did the collaboration with Gufram begin?  Gufram is a Made in Italy excellence that places surrealism at the centre of its philosophy, with surprising non-conventional creations. The union with Lavazza gave life to the new Deséa Golden Touch by Gufram, a machine with the creativity of Gufram and the product expertise of Lavazza, to meet the needs of today’s customers who are attentive to design. We chose a caveau-style installation to present this new domestic icon, intended to showcase this unique product.

What is a coffee brand doing at the most important furniture event in the world? We’re at the Fuorisalone, the most important design event of the year, because today’s evolved customers want premium aesthetics and original objects more and more, combined with a domestic coffee experience made to measure and of quality. The excellence of the Lavazza machine design was recognized internationally, and the latest models –Deséa and Idola – won two important awards in the world of design: the iF AWARD 2019 in the Product category and the Red Dot Award for Product Design 2019.

Will design save Made in Italy?  Our country has always been a hub for design, recognized around the world. I believe that constant attention to excellence and care in details, the praise of forms and the celebration of aesthetics of Italian companies like Lavazza and partners who over the years have collaborated with us may represent a reference point for everyone.