Yesterday, Today and Tomorrow
A tradition of innovation
Index of contents
1
Lavazza 130, commemorative trademark, 2025
2
Café Paulista—“Paulista compie 10 anni” [Ten years of Café Paulista], press advert, 1971
3
“Si brinda con la tazza, ai Cent'anni di Lavazza!” [A cup to toast one hundred years of Lavazza!], press advert, 1995
4
Dieci anni di Coffee Design: 1998–2008 [Ten Years of Coffee Design, 1998–2008], book, 2008
5
Lavazza con te partirò – 20 anni, 240 mesi, 170 immagini [Lavazza, I Will Go With You—20 Years, 240 Months, 170 Pictures], photographic book, 2011
6
120 Years of Lavazza, commemorative stamp, 2015
7
Miscela Lavazza ground coffee, 200g tin, 1950
8
Notes on coffee sales and blends, notebook, 6 October 1932–20 February 1935
9
Tablì, logo, 2025
10
Tablì, coffee tabs without a capsule, for espresso machine systems, 2025
11
Lavazza Picture Cards—Series C—Sixtieth Anniversary of Lavazza, 1955
12
Café Paulista, “La lattina è un'invenzione che al caffè dà protezione!” [The tin can is an invention that gives coffee protection!], billboard poster, 1960
13
Qualità Rossa, “Svegliati e canta” [Wake Up and Sing], billboard poster, 1971
14
A Modo Mio, coffee machine and capsules, photograph, 2007
15
The Lavazza factory in 1923, with lodgings on the top floor, photograph, 1950
16
Corso Novara factory, packaging department, photograph, 1957
17
Beppe Lavazza visiting the construction site for the Strada Settimo factory, photograph, 1965
18
Lavazza employees arranged to form the company logo in Piazza Verde at the Nuvola HQ, photograph, 2018
19
Beans that Made History, book, September 2024
20
Luigi Lavazza’s travel diary of his trip to Brazil, 18 April 1934–29 May 1934
21
La Esperanza community in Colombia, Tierra project, photograph by Steve McCurry, 2004
22
Lavazza Autobar in Piazza della Signoria, Florence, photograph, 1960–1969
23
“Voilà le café qui sent bon l'Italie. Luigi Lavazza, le n° 1 du café en Italie” [This is the coffee that smells like Italy. Luigi Lavazza, the No. 1 coffee in Italy], press advert, 1983
24
“Lavazza Espresso”, advertising campaign in New York, 1990s
25
Lavazza in China, advertisement, 2024
26
Cafè Paulista—“Cafè Paulista: amigos che profumo!” [What a fragrance, amigos!], billboard poster, 1960
27
Nino Manfredi as Emperor Nero for Qualità Rossa, Paulista, Qualità Oro and Dek, press advert, 1977
28
“Welcome to Paradise”, frame from the commercial, 1995
29
Luigi the Robot from the “Pleasure Makes Us Human” campaign, photograph, 2024
30
2004 Lavazza Calendar by Thierry Le Gouès, “Mission to Espresso”, Photograph, 2003
31
Carmencita coffee-maker, poster 1979
32
“Unoper”, brochure, 1983
33
ISSpresso, key visual for the advertising campaign, 2014
34
Awarding of the championship title to the Murisengo Tamburello team, photograph, 1973
35
Emilio and Giuseppe Lavazza at the British Airways 1000 Kms World Championship Sports Car Race, photograph, 29 September 1974
36
Alpine Ski World Cup, press advert, 1987
37
France ‘98 FIFA World Cup, “Lavazza. Cafè officiel de la coupe du monde” [Lavazza. Official Coffee of the World Cup], poster, 1998
38
Jannik Sinner for Lavazza, Nitto ATP Finals advertising campaign, poster, 2024
39
Èspesso, photograph, 2002
40
San Tommaso 10, first Coffee Design recipe, photograph, 1998
41
Coffee Lens, photograph, 2004
42
Coffee Tail E-Tonic, photograph, 2017
43
Awakening a Better World Every Morning, billboard poster, 2019
A City in Search of an Author
Turin, Capital of Business Culture