The Lavazza Museum is closed to the public due to the current situation, but that doesn’t mean the end of our cultural activities! In fact, in response to the initiative launched by the Italian Ministry of Cultural Heritage and Activities with the #iorestoacasa (#staysafestayhome) campaign, the Lavazza Museum and Historical Archive have prepared a variety of digital activities and content to enjoy during this difficult time, while cultural institutions are closed.
With the help of the Promemoria Group, an Italian company that handles all aspects of archiving, it has been possible to grant public access to Lavazza’s Historical Archive, home to the traditions and heritage of a family and a company that have lasted for over 120 years. The challenge lay in digitising some of the content from the vast catalogues of Lavazza’s Historical Archive, transforming it into curated itineraries.
The result will be three in-depth, themed explorations of the tales that have not only written Lavazza’s history, but also that of Italy itself. Supported by contemporary images and materials, the stories will be published through the Museum’s channels of communication – the Facebook page, @Lavazzamuseo and the new version of the website, which will be online from 30 March.
Here, the public will be able to discover the secrets of Lavazza’s Picture Cards, an “Illustrated Encyclopaedia” whose texts and images – produced by schoolteachers and illustrators – shone a light on a wide variety of topics. They can also admire the pictures and learn the history of the Lavazza Calendars, the fruit of a collaboration that began in 1993 with the world’s leading photographers. Additionally, they can learn more about the role of women in the coffee supply chain and in the history of Lavazza, thanks to the work of author Francesca Manfredi.
All this and much more is how the Lavazza Museum and Historical Archive want to stand by the side of their followers during this difficult time, providing inspiration through tradition and looking to our shared history to find the motivation we need to keep moving forward with courage.