The Seriality of a Ritual
Moka Coffee in the Age of its Technical Reproducibility
Index of contents
1
Production still of Nino Manfredi and Natalina, 1983
2
Tiberio Murgia and Viviana Romano in the commercial “L'aspirapolvere” [The Vacuum Cleaner], part of the “Musica è!” [Lavazza is Music!] campaign, photograph, 1963
3
"Schermo Televisivo—Nino in TV" [Television Screen—Nino on TV] commercial, 1979–1985
4
Production still from the Paradiso [Heaven] campaign commercial “A Casa di Pietro” [At Peter’s Place], featuring Riccardo Garrone, Tullio Solenghi, and Natasha Wenger, 1998
5
Production still from the Paradiso [Heaven] campaign commercial "Colazione" [Breakfast], featuring Paolo Bonolis and Luca Laurenti, 2000
6
"Duetto" [Duet] commercial featuring Luciano Pavarotti, directed by Gillo Pontecorvo, 1993
7
Behind the scenes of the commercial “La Prova di Disegno” [The Drawing Test] featuring Giorgio Forattini, directed by Gillo Pontecorvo, 1993
8
Behind the scenes of the commercial “Arti Marziali” [Martial Arts] featuring Bud Spencer, directed by Gillo Pontecorvo, 1993
9
Production still from the commercial “La Parte” [The Role] featuring Monica Vitti, directed by Gillo Pontecorvo, 1993
10
Carmencita coffee maker and Paulista, point-of-sale promotional material, 1981
11
Carmencita, photograph of the puppet used for the Carosello sketches, 1965
12
Flat packaging layout for the 250g pack of Qualità Rossa ground coffee with the Carmencita coffee maker promotion, 1992
13
Production stills from the Carosello “Paulista” sketch featuring the characters Caballero and Carmencita, 1965–1967
14
Storyboard for the Qualità Rossa commercial "Lezione di Mimo"[Miming Lesson], 1991–1992
15
Two frames from the Qualità Rossa commercial "Lezione di Mimo"[Miming Lesson], 1991–1992
16
Flat packaging layout of the 2x250g multi-pack of Qualità Oro coffee, 1993
17
Industrial design patent for the "Carmencita espresso-style coffee maker,” 16 February 1979
18
Wooden model of the Carmencita coffee maker, photograph, Sacchi Collection—Lombardy Region, Triennale di Milano Design Museum, 1979
19
Carmencita coffee maker designed by Marco Zanuso and manufactured by Balzano, 1979
20
Production line for Lavazza coffee makers, Balzano di Rondissone factory, 1986
21
Production line for Lavazza coffee makers, Balzano di Rondissone factory, 1986
22
Production line for Lavazza coffee makers, Balzano di Rondissone factory, 1986
23
Poster for the launch of Qualità Rossa coffee, 1971
24
Promotional 50g packs of Qualità Rossa coffee, 2000
25
Promotional 50g packs of Paulista coffee, 2000
26
Promotional 50g packs of Qualità Oro coffee, 2000
27
"Lavazza Qualità Rossa Style" collection, 1999
28
Sketch for the Paulista campaign, Armando Testa, 1960–61
29
Flat packaging layout for the 250g pack of Paulista coffee, 1990
30
Window display of Paulista products, photograph, 1960–1969
31
Sketch for the packaging of Miscela Oro coffee, Studio Armando Testa, late 1960s/early 1970s
32
“La Nostra Industrializzazione” [Our Industrialization], article in the house organ Notizie Lavazza, Year 1, No. 5, May 1958
33
Emilio Lavazza receiving Carla Gronchi at the Corso Novara 59 factory, 27 October 1959
34
Pericle and Beppe with Carla Gronchi during her tour of the Corso Novara 59 factory, 27 October 1959
35
Carla Gronchi touring the Corso Novara factory in Turin, 27 October 1959
36
"Donna Carla Gronchi Visita I Nostri Stabilimenti” [Lady Carla Gronchi Tours Our Facilities], article in the house organ Notizie Lavazza, Year 2, No. 10, October 1959
37
Photograph of Beppe and Pericle Lavazza at the opening of the Corso Novara factory in Turin, 1957
38
Photograph of Beppe Lavazza at the opening of the Corso Novara factory in Turin, 1957
39
Photograph of Pericle Lavazza at the opening of the Corso Novara factory in Turin, 1957
40
Promotional leaflet for the Lavazza Fiera di Milano blend, 1958–1960
41
Promotional leaflet for the Lavazza Fiera di Milano blend, 1958–1960
42
Photograph featuring a collage of Lavazza images from the 30th Milan Fair, 12–27 April 1952
43
Promotional leaflet "Il Servizio Lavazza” [Lavazza Service], 1959
44
Promotional leaflet "Il Servizio Lavazza” [Lavazza Service], 1959
45
Frame from the commercial "L'Invenzione del Caffè" [The Invention of Coffee], 1986
Because Lavazza is Music. Always!
Wake up and sing