If you simply can’t get by without your daily dose of coffee, then rejoice — a museum dedicated entirely to your favourite drink has recently opened in Italy’s industrial heartland, the city of Turin in Piedmont.
Famous coffee-producer company Lavazza has inaugurated its brand new headquarters, La Nuvola (“the cloud”) in the Aurora neighbourhood of Turin, and the Museo Lavazza features as the perfect place to learn everything that there is to know about coffee and its production.
“A sensory journey through the world coffee,” as Lavazza puts it, the museum has been designed by the Ralph Appelbaum studio and is divided into five different routes with five different themes. Casa Lavazza breaks down the timeline of the company’s formation and growth; The Factory teaches visitors everything about coffee production; The Piazza celebrates the Italian rite of coffee by recreating a 60s setting; The Atelier reminisces on all the creative collaborations Lavazza has ever had, including its famous ads; finally, a 360-degree interactive installation called The Universe. Your visit will end with the tasting of a special coffee blend and of course, a tour through the museum’s store.
Visitors will be guided through each of them by the Lavazza Cup, a smart coffee cup that can activate digital installations, unlock multimedia content across the museum and record the route one takes while visiting; at the end you’ll be able to send your favourite memories of the museum to your email address via the Lavazza Cup.
Once your visit is over, you can look around the piazza of the Nuvola and see the management offices of Lavazza, now all in one location whereas before they were in four different cities around Italy; The Archive which contains documents that testify to the company’s 120-year-long history; La Centrale – an event area with a capacity of 1000 people; and even an archaeological site — when Lavazza was excavating the foundations of the office building, they found the remains of an early Christian basilica and have preserved it so that their visitors can enjoy the discovery as well.
You can learn more about the Museo Lavazza and how to get there on its official website here.