Lavazza opens coffee museum in Turin, Italy

Lavazza, the fourth largest coffee company in the world, has opened a new coffee museum in Turin, Italy.

The coffee museum tell the story of Lavazza and the coffee production chain. There will also be additional content, information and engaging experiences.

The museum will also be high-tech: visitors will receive an Espresso cup to carry around the museum. The cup activates installations and can allow visitors to learn more about different themes. The cup will also allow visitors to collect information and memories.

Visitors can also go taste-testing. Guests can try one classic drink, like an espresso, and one speciality drink, like a coffee cocktail.

The museum is split into five distinct areas. The Piazza gives visitors an insight into the past, present and future of coffee – “from the first Espresso machine, to the one floating in space.” The Fabrica takes visitors on the coffee making process. Casa Lavazza teaches guests about the history of the company and its founder, Luigi Lavazza.

The Universo will utilise technology to immerse guests. A 360 projection display will put guests into a coffee plantation, or even a sea of coffee. The Atelier goes beyond coffee, and displays “20 years of communication, calendars and creativity.”

Ralph Appelbaum Associates partnered with Lavazza to create the museum.

Entry is 10 € for adults with concessions for visitors under 26 or over 65. Open Wednesday to Sunday from 10 a.m. to 6 p.m.

The museum is one development of three that will increase Lavazza’s presence in Turin. The company has also opened two adjacent restaurants.

“Brand experiences”

Brand experiences dedicated to alcohol are hit attractions in several cities worldwide. In Amsterdam and Dublin, the Heineken Experience and Guinness Storehouse perform particularly well against other attractions.

These attractions allow companies to tell their brand story and also hold consumers’ attention for an average of two hours. This is far superior to the fleeting second they may be exposed to conventional advertising.

Image Courtesy Lavazza

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