JHP was commissioned by Lavazza to design an immersive flagship experience with a premium positioning and an innovative journey to discover coffee in all its forms and manifestations.
With the Lavazza experience and innovation centre’s target customers being coffee lovers who seek quality and experience, JHP was tasked to take Lavazza’s worldwide brand building to another level. The vision was to go beyond the third waves of coffee presentation and celebrate Lavazza’s history and spirit of innovation. The experience has been designed to be effortless whilst expressing the passion and Italian character evident in both the brand and the diversity of its products.
Located in the iconic Piazza San Fedele, a place in the heart of Milan that combines history and modernity, the store's location is as premium and prestigious as it gets.
The Lavazza flagship store is a multisensory pathway that reveals all the nuances of the brand through numerous traditional and new coffee preparation methods. Its focal point is an elliptical central bar with a spectacular chandelier that resembles the shape of a large coffee bean, which in turn consists of 260 smaller beans. Designed as a scenic element to emphasise the magic of coffee, the chandelier draws immediate attention to the centre of the store.
The space is articulated in four areas. In the 'cafeteria', coffee fans can enjoy all Lavazza blends, ranging from the Alteco organic blend to the Kafa special edition. In the adjacent slow coffee area, customers can immerse in the practice of the various extraction techniques, from the classic moka to the syphon. The 'freshly roasted' area is dedicated to demonstrate the entire process of making coffee from the art of roasting to various extraction and blending techniques, always made in front of the customer. The most innovative area is undoubtedly the 'coffee design' area, where visitors can enjoy the innovative coffee-based recipes including signature chef Ferran Adrià's coffee caviar, Spain's coffee pan taco with coffee cappuccino, amaretto amber and pop corn with powdered coffee and granulated sugar. The Lavazza Flagship Store also serves as a coffee complimentary “gastronomic café” with exceptional food offerings including sweet and savory dishes, using only the very finest ingredients. The café’s seating area is not only used to allow customers to enjoy their coffee and bites in a comfortable and sophisticated way, but also showcases artistic elements, installations and paintings by gourmet illustrator and food journalist Gianluca Biscalchin.
The angular planning has been designed to create tension between the spaces and enhances the customer journey, while an iconic Italian style permeates the entirety of the flagship store. Materials were chosen to create an ambience of modern authenticity, Milanese cool and Italian chic. The concept uses finishes such as warm concrete, rich dark timbers, stone and zinc, all coming together to form a definitive authority in all things coffee whilst the central bar's beautiful back-lighting and glass presentation draw attention to the full range of coffee equipment and instruments. The store’s furniture is toned in various colours ranging from soft palette colours to brown and olive green, while wall panels are made of cement and decorated with highly prestigious bronze details and wall treatments play rhythms of linear texture.
People strolling past the flagship are captured by its’ sophisticated window Visual Merchandising, for instance, showing Lavazza’s five signature coffee blends.
Lavazza’s sales have increased by 35% since its first ever flagship store opened in September 2017. But what’s of even greater significance is the huge amounts of attention and positive feedback the new experience centre for Lavazza in Milan has received from all around the world.
Brand awareness and customer engagement via social media and direct reference have more than doubled. Even Vogue Italia felt the need to explore the store and report.