Ralph Applebaum Associates

The Lavazza Museum offers a sensory journey through global coffee culture, framed by the 120-year journey of the Lavazza family and their exacting dedication to coffee-making across five generations. Pushing the boundaries of brand museum design through a highly personalized approach, the Museum stimulates the visitor’s senses and imaginations.

Inspired by Lavazza’s passion for composing the perfect coffee experience, RAA’s design concept is that of the “unique blend”: the magic that comes from Lavazza’s combination of tradition and innovation. It combines age-old coffee rituals with contemporary design, interaction, and immersive technologies.

Each one of the five galleries has different content and design, resulting in “five museums in one.” The experience is interactive, led by the use of an innovative RFID-enabled Lavazza cup that helps visitors activate the interactive media and save their choices. The visitor journey finishes with the tasting of a Lavazza-designed recipe.

The Museum has become an instantly-loved anchor in the regeneration of Borgata Aurora, a former industrial district of Turin, Italy. It combines sensory enjoyment and culinary heritage in a way that engages visitors on the significance of coffee and culture culture on both a personal and global level.