For the second year running, Lavazza is taking part in Vogue Fashion’s Night Out, to be held in Milan on 17 September and in Florence on 12 September.
On both occasions, Lavazza will be donating the proceeds of sales of its ¡Tierra! Limited Edition 2013 coffee tins, designed by six artists, to Fashion 4 Development, the UN programme intended to promote the work of African women through fashion.
The Lavazza ¡Tierra! project dates back to 2002, and this year is celebrating its 11th year. Peru, Colombia and Honduras were the countries involved in the first phase, followed by Brazil, India and Tanzania in 2010. The goal is to transfer know-how in order to improve the coffee production chain starting from the product’s origins — the growers involved in the first phase have obtained Rainforest Alliance certification — and to work very closely with local stakeholders, to develop projects serving the community, improve production standards and implement a sustainable business model.
For this second version of the event organised by Vogue, Lavazza ¡Tierra! Limited Edition will be created by 6 of the greatest contemporary international artists, who perfectly understand and share Lavazza’s mission in terms of sustainability.
Their names are Stefano Arienti, Vanessa Beecroft, Maurizio Donzelli, Mihret Kebede, Nico Vascellari and Francesco Vezzoli. Each artist has been asked to dedicate a tribute to Lavazza and its values: for this purpose the artists have developed 6 highly evocative creations. A visionary exercise, grounded on a solid foundation of concrete reality.
“Art has a huge responsibility when it is used as a communication tool,” states Francesca Lavazza, the company’s Corporate Image Manager. “Yet it’s not simply art “per se” that serves to convey a message, but the authors of that art: it is the will of individuals that creates the desire to venture into projects founded on cooperation and development; in this sense we are extremely satisfied with the 6 names chosen, who represent our commitment perfectly.”
The Milan event will be held at Palazzo Morando, which will open its doors to the public for the first time on VFNO night. Real Italian Lavazza A Modo Mio espresso will be served during the inaugural evening.