At the Palazzo del Senato Lavazza shows the ritualistic aspect of the coffee
The great surrealist statue of Jean Miró who welcomes visitors to the entrance is not the only contrast with the Baroque habits of Palazzo del Senatotoday the seat of the State Archive. In the internal cloister the mammoth installation of 18 meters in diameter covered with coffee powder Lavazza speaks of the future. And he does it with the novelty Tablì: not a capsule and not even a waffle. If anything, more precisely, a « naked 100%coffee waffle », without wrapping therefore, which only concentrates the essence of the product to drink with its new machine, at launch on this occasion.
To see until 13 April in Milan, the installation Source of PleasureSite-Specific project of the Brazilian architect Juliana L. Vasconcellosis a path between the poetic and the sensory that reaches the soul of coffee. A sort of luxuriant and water sanctuary of the Lavazza’s future in conjunction with the brand’s 130 years. View from above, it is the reproduction on a giant scale just the new « Tab », in which you can actually enter to live the experience, the story of coffee. The designer reveals it between one sip and another.
How did all this start?
From the essence of coffee. Its structure, color, sounds and pleasure. From all the memories and sensations connected to it. A path.
Which also has an intimate side.
Yes, the first part of the installation is a preparation to then land in its heart in the central area: a kind of secret place with nature, green and water, which are then the ingredients of the coffee. A jungle that has an appearance of sacredness. For us Brazilians as for Italians, coffee is a part of our life. A strong and indissoluble bond.
What he brought about his culture in this installation?
I brought all of Brazil. I come from the state of Minas Gerais (in the south east, above the cities of Rio de Janeiro and São Paulo) in which the largest amount of coffee in the world is produced. I wanted to transmit the identity of this region through the ritualistic aspect, which has somewhat mythical characteristics, to put coffee in the highest possible location.
This path ends with the third part, an essential laboratory …
In which I wanted to represent the future of the product. From its naturalness to what it will be. In a relaxing place with aseptic lighting, curved lines, a sofa made with coffee bags, in which you can finally drink a cup.
Lavazza – Source of Pleasure
Where: Via del Senato 10, Milan
When: From 6 to 13 April 2025
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