LAVAZZA MUSEUM
A 360° journey into coffee, culture, and time
An immersive centerpiece for Lavazza’s Turin headquarters that transforms the brand’s legacy into a living tribute to coffee culture.
360° projection, reactive lighting, and an interactive table create a dynamic experience that shifts with every guest’s touch.
PROJECT
As part of the Lavazza family’s legacy museum in Turin, we designed and directed Universo Lavazza—a fully immersive installation that surrounds guests in the ritual, memory, and emotion of coffee.
Lavazza isn’t just a coffee brand—it’s a cultural icon.
Over the decades, the company has collaborated with global artists and reinterpreted Italian identity through bold, expressive visual storytelling.
Iconic photographs by David LaChapelle and Annie Leibovitz were digitized and reanimated to flow across a circular curtain projection surface, accompanied by layered sound and responsive light.
Guests use a central table to choose from a series of poetic scenarios, each one unfolding around them in a swirl of movement, memory, and meaning.
As part of the Lavazza family’s legacy museum in Turin, we designed and directed Universo Lavazza—a fully immersive installation that surrounds guests in the ritual, memory, and emotion of coffee.
Lavazza isn’t just a coffee brand—it’s a cultural icon.
Over the decades, the company has collaborated with global artists and reinterpreted Italian identity through bold, expressive visual storytelling.
Iconic photographs by David LaChapelle and Annie Leibovitz were digitized and reanimated to flow across a circular curtain projection surface, accompanied by layered sound and responsive light.
Guests use a central table to choose from a series of poetic scenarios, each one unfolding around them in a swirl of movement, memory, and meaning.
CLIENT
Lavazza
LEAD CREATIVE STUDIOS
Tamschick Media + Space GmbH
LEAD SCENOGRAPHY STUDIO
Ralph Appelbaum and Associates
CREATIVE DIRECTION
Charlotte Tamschick
ART DIRECTION/CONCEPT
Nathalie van Sasse van Ysselt
Lavazza
LEAD CREATIVE STUDIOS
Tamschick Media + Space GmbH
LEAD SCENOGRAPHY STUDIO
Ralph Appelbaum and Associates
CREATIVE DIRECTION
Charlotte Tamschick
ART DIRECTION/CONCEPT
Nathalie van Sasse van Ysselt
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