MILAN – The new Lavazza Flagship Store opened yesterday in Piazza San Fedele, Milan. This eclectic and immersive space is divided into four areas, where Lavazza recounts and illustrates the many different aspects of its coffee.
“The opening in Milan, a city that has become a worldwide Italian point of reference over recent years, is part of a wider-reaching international strategy with the important, yet challenging objective of helping to renew the brand’s image. This is the first stage in a process that will entail the opening of new stores on Lavazza’s main key markets.” Giuseppe Lavazza, Vice Chairman of Lavazza
“We firmly believe in this project, which aims to give everyone the chance to experience the very best the world of Lavazza coffee has to offer. We will be surprising the public with our brand new Coffee Design products, developed thanks to our extensive expertise in experimentation in partnership with the top gastronomy world, in a venue where every element conveys the history and soul of a company that has always been committed to promoting the all-Italian coffee tradition with a constant eye on the future and innovation.” – Marco Lavazza, Vice Chairman of Lavazza.
The journey through the world of coffee begins in the Coffee Design area. In this new discipline, cutting-edge food design meets the world of coffee in new and surprising flavour combinations, created with the assistance of top international chefs.
This authentic cooking show gives rise to spectacular gastronomic innovations that include foam, caviar, Coffeetails and unexpected flavours for new taste sensation.
The Fresh Roasted area gives customers the chance to discover the art of roasting and blending, introduced by the founder Luigi Lavazza in 1859. They can see the beans being processed in the special roaster and can then taste and buy selections of the finest origins and blends.
The Caffetteria Corner serves prized Lavazza blends prepared according to historical recipes and local reinterpretations of espresso.
Lastly, the Slow Coffee area is devoted to the magic of the processes that highlight the excellence of the origins and blends through different extraction systems, from the syphon to the Chemex, the cold brew and the classic mocha pot.
The experience is completed by the food menu. Thanks to the assistance of the celebrity chef Albert Adrià, traditional Italian fare has been reinterpreted in small-bite form using the very finest ingredients.
A new and unmissable opportunity to enjoy Lavazza coffee as part of an experience that will involve and satisfy all the senses.
