Lavazza's First Brand Exhibition in Shanghai Celebrates Italian Coffee Culture

Lavazza recently held its first brand exhibition at Sinan Mansions in Shanghai, titled 'A Century of Coffee Art.' The free event features five zones: artistic coffee cup installations, a simulated space station, antique coffee machines, photography displays, and a coffee blending experience. Visitors can also explore an Italian street scene. The exhibition highlights Lavazza's 128-year history and its innovative spirit, drawing attention to its growing presence in the Chinese market.

The exhibition showcases Lavazza's collaborations with art and fashion, including the annual Lavazza Calendar. A rare 1884 antique coffee machine, one of only 70 made, is on display. In the coffee blending area, visitors learn about beans from different regions. Since partnering with Yum China, Lavazza has rapidly expanded, advancing its '1,000-store plan.' The first 200 visitors daily can enjoy coffee for just 0.1 yuan, making the event accessible to many.

Italian coffee brand Lavazza recently held its first brand exhibition, titled "A Century of Coffee Art," at Sinan Mansions in Shanghai. The exhibition features five distinct zones, ranging from artistic installations of classic coffee cups to a simulated space station, from antique coffee machines to an art photography showcase, and from coffee blending experiences to an immersive Italian street scene, comprehensively presenting the cultural heritage and innovative spirit of this Italian coffee brand with a 128-year history. The exhibition is free and open to the public, and the first 200 visitors each day can enjoy coffee for just 0.1 yuan. Meanwhile, Lavazza's development in the Chinese market has drawn much attention, from its early lukewarm reception to its rapid expansion after partnering with Yum China, with its "1,000-store plan" gradually advancing.

Recently, Lavazza launched its first exhibition in Shanghai under the theme "A Century of Coffee Art." The chosen venue is Sinan Mansions, known for its European architectural style, which adds considerable ambiance to Lavazza's century-long coffee exhibition.

Image source : Lavazza Lavazza's coffee art exhibition is divided into five zones. Upon entering the exhibition hall, the first thing visitors see is a giant art piece composed of Lavazza's classic coffee cups and coffee beans.

Image source : Lavazza The second zone is a simulated space station scene, corresponding to the year 2015 when Lavazza partnered with the Italian space agency to send the first space espresso machine into space, creating the first cup of space coffee. Visitors can take artistic photos of "drinking coffee in space" in this zone.

Image source: Lavazza Visitors can also see an antique coffee machine from 1884, of which only 70 were produced worldwide.

Image source : Internet The third zone is a photography exhibition showcasing Lavazza's collaborations with art and fashion culture. It is understood that Lavazza collaborates with world-renowned photographers every year to produce artistic works, which are made into the "Lavazza Calendar." Visitors to the exhibition can also pick out an artistic postcard they like and take it home.

Image source : Lavazza The fourth zone is a coffee bean blending experience area, where visitors can personally experience the coffee blending process and learn about the "color, aroma, and taste" characteristics of coffee beans from different regions.

Image source : Internet The last zone is an Italian street scene simulated by high-definition screens, where visitors can order a cup of coffee and immerse themselves in an Italian piazza while enjoying authentic Italian coffee.

Image source : Lavazza It is understood that Lavazza's "A Century of Coffee Art" exhibition runs from March 19 to March 31. The exhibition is free and requires no reservation, and the first 200 visitors each day can also enjoy coffee for just 0.1 yuan. This has attracted many residents to come and visit.

Image source : Zhoudao Shanghai Lavazza is a famous Italian coffee brand with a history of 128 years. In Italy, where espresso culture prevails, Lavazza holds a 47% market share. Even coffee giant Starbucks finds it difficult to shake its position in Italy, making it truly the godfather of Italian coffee. As early as 2011, Lavazza announced its entry into the Chinese coffee market. According to a report by Southern Daily at the time, Lavazza planned to open 200 new stores within three years. But in reality, during the first nine years, the Lavazza brand remained lukewarm in the Chinese market.

Image source : Southern Daily It was not until 2020, when Lavazza partnered with Yum China, that it began a frenzied store-opening mode. As of June 30, 2021, 14 stores had already been opened in Shanghai. According to a report by The Beijing News, Lavazza's goal is to open 1,000 stores in China by 2025.

Image source : The Beijing News As of December 31, 2022, Lavazza's total number of stores in mainland China reached 85. The goal of the "1,000-store plan" is still quite far off. Lavazza's "A Century of Coffee Art" brand exhibition can communicate to Chinese consumers the evolution and innovation of Italian coffee over the past century, as well as Italian coffee culture, thereby allowing more consumers to discover this century-old brand from Italy and expanding its brand influence.

The above content is compiled by CoffeeHunters, a coffee news website.