Lavazza Design People
1996 / 2020
“The designers come first. The products come after. Although we may not be fully aware of it, a significant part of a company’s historic, intangible and reputational heritage consists of the quality and variety of designers with whom the company has worked. This book tells the many-faceted stories of about forty people who collaborated with a receptive and curious, generous and reliable company at the beginning of this century.” — Virginio Briatore
Lavazza Design People traces the history of Lavazza’s partnerships with many international designers over the years, starting with the Segno Collection in 1996, featuring the iconic espresso cup, up to the present day. Virginio Briatore’s account is aided by photographs, images and drawings that allow us to get to the heart of the designs, whether they are products — to be renovated or invented — or spaces to be imagined.
The leitmotif is of course the world of coffee, in which Lavazza represents excellence and a hub of experimentation: the company has therefore created the innovative sector of coffee design, dedicated exclusively to a product like coffee, which is very difcult to transform, in all its many possible forms. A capacity for renewal which, as this book tells us, has grown over time thanks to a constant dialogue with the world of design and designers: “design is, first and foremost, a meeting between people”.