Coffee is always the beginning of something. And Lavazza knows this well, so much so that the history of Italy is intertwined with the success of this company, a true ambassador of Italian spirit in the world.
"May I offer you a coffee?" This is perhaps the phrase that best sums up the essence of our sociability, the true mark of Italian hospitality. And it's not just a cultural stereotype, we really love sharing an espresso, at home or at the bar, as a daily ritual that nourishes relationships, strengthens friendships, creates authentic moments of sharing.
And Italian coffee is inextricably linked to Lavazza, a company now very famous throughout the world, which has passed into the history of our country, accompanying entire generations in their daily lives.
The history of Lavazza begins with the grocery store opened by Mr. Luigi at the end of the nineteenth century, in the historic center of Turin: a small shop specializing in coffee roasting and trading which, in the first post-war period, was transformed into today's «Luigi Lavazza Spa ".
A good dose of entrepreneurial talent combined with a great passion, an extraordinary knowledge of the product and the ability to create amazing blends, have determined the success of this glorious industry.
We all remember the sealed packages that Lavazza invented in the 1950s, characterized by an unmistakable and prestigious logo. And how can we forget the mythical advertising campaigns that remain etched in our collective memory, with slogans that we have repeated for years even in our daily conversations.
But Lavazza today is also synonymous with respect for the environment and sustainable development, research and cultural insight, as evidenced by "Nuvola", the Lavazza headquarters located in Turin, in an extraordinary space open to the city.
The beating heart of this very modern district is the building designed by the architect Cino Zucchi, which wants to be a contemporary and technological place, in which the company's headquarters coexists with an interactive museum, a large event space, a high-end restaurant gastronomy and a Bistrot, an archaeological area, a green square and the headquarters of the Institute of Applied Art and Design.
For those interested in a further immersive experience, I recommend visiting the new Lavazza plant in Settimo Torinese: it is called "Factory 1895" and is a highly specialized environment, characterized by technological innovation and energy saving. Getting lost in the world of coffee has never been easier, thanks to the tastings and the presence of a team of expert "coffeliers" able to give visitors a 360-degree experience in a specially designed "coffee cave".
Whilst waiting to know if the Italian espresso will be recognized by Unesco as an "Intangible Heritage of Humanity", I invite you, if you are authentic "coffee lovers", to listen to the "Kaffeekantate" a very original work by the composer Johann Sebastian Bach, who was an extraordinary admirer of this drink.
On the other hand, how can we fault him? There is really nothing more familiar and reassuring than the sound of the mocha rising in the coffee pot, while its delicious aroma pervades the house.