Lavazza has been telling the story of a family and a coffee company since 1895 in Turin, the first capital of Italy and a key center for the arts. Indeed, Lavazza delights in knowing that just 14 years after the company’s establishment, F. T. Marinetti founded Futurism with the publication of the movement’s first manifesto calling for transformation in Italy. Perhaps it is not coincidental Marinetti, coming from the birthplace of espresso, was dubbed the “Caffeine of Europe.”
Lavazza is honored to provide lead support for the Solomon R. Guggenheim Museum’s major exhibition Italian Futurism, 1909–1944: Reconstructing the Universe, which serves as the first comprehensive overview of one of Europe’s most significant 20th-century avant-garde movements.
With a long history of support for the arts, including Renaissance art, photography, design, and music, Lavazza salutes the Guggenheim’s efforts to promote greater understanding of Futurism—Italy’s most notable modern, prewar movement—among American and international audiences. The exhibition displays the range of Futurist artistic production and highlights its tremendous influence on the art and culture of the 20th century.
“Lavazza now seeks its second home in the United States, an aspiration symbolized by supporting this historic exhibition, which brings a significant expression of Italian heritage to the New York and international audiences of the Guggenheim Museum,” said Antonio Baravalle, CEO of Lavazza.
Between 21 February and 1 September 2014, the Solomon R. Guggenheim Museum is exhibiting the first comprehensive overview of Italian Futurism to be presented in the United States.
With over 360 works by more than 80 contributors including artists, architects, designers, photographers and writers, this multi-disciplinary exhibition examines the global historical sweep of Futurism, from its inception in 1909, with publication of the first Futurist Manifesto written by Filippo Tommaso Marinetti, to its demise at the end of World War II.
The exhibition includes a large number of works rarely exhibited in public, some of which have never left Italy before. In detail, the exhibition encompasses not only painting and sculpture, but also advertising, architecture, ceramics, design, fashion, film, free-form poetry, photography, performance, publications, music and theatre related to this dynamic and often controversial movement, champion of modernity and rebellion.