MILAN — Coffee is set to take centre stage at Milan Design Week, thanks to Lavazza and TOILETPAPER, in an eclectic, surprising social hotspot: Lavazza Tiny Bar dreamed by TOILETPAPER.
An installation deep in the heart of the Brera district that is also café capable of astounding visitors, drawing them into a unique ambiance where they can enjoy an unconventional coffee experience.
“The project with Maurizio Cattelan and Pierpaolo Ferrari’s TOILETPAPER is in perfect harmony with Lavazza’s creative calling, and in particular its constant openness to collaborating with companies that celebrate contemporary Italian design through initiatives and products in which premium coffee is combined with design in an experiential, multisensory pairing that aims to amaze,” said Carlo Colpo, Global Head of Marketing Communication at Lavazza.
At the heart of the exceptional designer ambiance is the new espresso machine Tiny, featuring contemporary styling and available in six engaging colour schemes, and, for the first time, Lavazza Tiny dreamed by TOILETPAPER – Lipsticks Edition, a limited edition created in collaboration with the provocative art magazine that for the occasion will don the iconic “Lipsticks” imagery, set against a blue or pink background.
Lavazza’s temporary bar brings Tiny’s distinctive pop-art style to the world of design, within the framework of the Fuorisalone event. The powerful TOILETPAPER graphic design – created exclusively for Lavazza – displayed on the bar façade will pique visitors’ attention before they enter, drawing them into a space featuring a playful, ironic decor, with a concept based on the repetition of simple geometric patterns that evoke a typical bluish graph paper.
The effect is akin to entering the third dimension of Lavazza’s Tiny Bar, generated by a rigid, modular graphical grid that shifts and confounds onlookers’ perception of space. TOILETPAPER’s imagery irreverently disrupts the orderly pattern, drawing attention to the real star: the new Tiny espresso machine.
The special food offerings available at the Tiny Bar, including aperitivo snacks featuring deliciously unusual reworkings of traditional Italian dishes, show all the hallmarks of the Lavazza Training Center’s unmistakable style.
The innovative Tiny makes it possible to enjoy the premium experience offered by Lavazza’s A Modo Mio line at any time of day, along with regional selections that reinterpret espresso from a local perspective. When aperitivo hour begins, Tiny Bar embraces the new trend of using coffee as an ingredient in mixed drinks, offering creative Lavazza Coffeetails such as Coffee Spritz and E-tonic, unexpected flavour combinations to be sipped while enjoying the nightlife at Fuorisalone.
Hosted by Santa Teresa Media Library in Brera
From 17 to 22 April, Lavazza Tiny Bar dreamed by TOILETPAPER, hosted by the Santa Teresa Media Library in Brera, will be offering a unique entertainment experience that combines food, music and design with events organised by Rollover Milano.
The partnership with TOILETPAPER extends to all aspects of the launch of the new Lavazza Tiny: in addition to the Limited Edition and the development of Tiny Bar, TOILETPAPER has created the entire communications campaign dedicated to the newest member of the A Modo Mio line. In particular, the partnership has created two unconventional graphic designs featuring Tiny: in one, the Lavazza espresso machine is humanised by transforming it into an ironic female face, while the other reveals two bodies, one male and one female, “losing their heads” for Tiny.
The original TOILETPAPER creativity will also be at the forefront during Milan Design Week with the surprising three-dimensional “Tiny Head” installations set up in the Brera district to pique the curiosity of passers-by at Fuorisalone and entice them into Tiny Bar. Finally, the eye-catching Tiny imagery will feature prominently in giant billboards placed strategically throughout the city of Milan during the Salone del Mobile and in a press campaign in major industry magazines.
