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Manifesto

Art & Culture

The ability to imagine the future, to see beyond limits and boundaries, to find common ground in seemingly diverse fields through creativity and ingenuity, this is what has always made our country, Italy, a fertile place for the emergence of new visions of the world.

 

This spirit, which led Luigi Lavazza to conceive the blend, is the same spirit expressed in the work of great artists, the visionaries who know how to see and describe change before everyone else. Lavazza's commitment to art is the desire to keep this spirit alive.

 

The first venture out explores the unfamiliar, at the time, world of advertising.

Thus began the collaboration with Armando Testa, who led Lavazza, already present in the first edition of the “Carosello” TV show in 1957, to the forefront of advertising graphics, thanks to the animation of memorable characters such as the beautiful Carmencita and the gunslinger Caballero.

 

 

In 1992, the project that was to become the most iconic expression of the brand's philosophy and identity was started: the Lavazza Calendar. Helmut Newton, David LaChapelle, Annie Leibovitz and Steve McCurry: these are just some of the most important names that have put their inspiration to the service of this project, which has run for more than twenty years.

 

Art & Culture - Manifesto
Art & Culture - Manifesto

 

Over the years, however, the group's commitment has not just focussed on artistic production, but also in its support. Lavazza is now partner at the most important international art institutions, such as the Guggenheim Museum in New York, the Peggy Guggenheim Collection in Venice, the Venetian Civic Museums and the State Hermitage Museum in Saint Petersburg, Russia.

 

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