Arts & Culture
We have always been committed to promoting all forms of art, thought and culture, working with a global vision and paying particular attention to the themes of social and environmental sustainability.
Envisaging the future with sensitivity and creativity, through an ever more contemporary use of mediums, is an aspect of many artistic activities that is particularly close to our spirit: one example of this is The Earth Defenders, illustrated by the photographs of Steve McCurry. This series of photographs highlights the food defences and traditions connected to the land through portraits of producers and growers. Or TOward2030. What are you doing?, the project dedicated to communities that has transformed the United Nations Global Goals into works of street art dotted around Turin. Moreover, with the Land Art project, Beyond Walls, which we supported in partnership with the City of Turin and the Royal Museums of Turin, Franco-Swiss artist, Saype, has created a work of over 6,000 m² in Turin’s Parco Archeologico della Porta Palatine, dedicated to solidarity, resilience and respect for the environment. The close relationship with the mediums of art and culture fits within a wider business strategy that sees us partnering with major international museums, such as the Guggenheim in New York, the Triennale in Milan, the Peggy Guggenheim and with the city of Venice, through the multi-years partnership with VELA, an istitution that organizes the main events in the city of Venice.
The New York Guggenheim Museum is one of the Big Apple’s most iconic and prestigious cultural institutions. It is also where we inaugurated our museum partnerships in 2014. Ever since then, the company has been participating in the organisation of various important exhibitions, including a retrospective on Futurism, “Reconstructing Universe”, an exhibition on artists Alberto Burri and Alberto Giacometti, and one on the painter and photographer Laszlo Moholy-Nagy.
In 2015, we announced another important partnership with the Fondazione Musei Civici in Venice, which is made up of seven structures within the city, including Ca’ Rezzonico, the Correr Museum and Fortuny. This partnership is aimed at promoting imagination in the lagoon city, whose extraordinary artistic and architectural treasures give it one of the most unique heritages in the world.
Two years later, we started a collaboration with the Peggy Guggenheim Collection in Venice, supporting several exhibitions as Institutional Patron, the latest of which, "L’energia della luce" (“The energy of light"), is dedicated to the artist Edmondo Bacci. We thus confirm our bond with the lagoon city, supporting the project aimed at enhancing its artistic heritage.
Since 2019, we partner with the Triennale in Milan, the institution that produces exhibitions and conventions on art, design, architecture and fashion. Within the scope of this work, we have contributed to the construction of a cafeteria and the organisation of the Broken Nature exhibition, an investigation into the ties that bind the human race to the natural environment.
Since 2023, we have been partners with the Egyptian Museum of Turin, actively participating in its transformation on the occasion of its bicentennial, thereby strengthening our bond with the local area.
As a Group, we are particularly interested in the medium of photography, a passion that led to the development of the iconic Lavazza Calendar: Helmut Newton, David LaChapelle, Annie Leibovitz, Elliott Erwitt and Erwin Olaf are just some of the big names that have contributed to these exceptional calendars over the years, visually encapsulating the philosophy and identity of the brand since 1993. This love for artistic photography has led us to organise events with photographic masters of the calibre of Martin Parr, and to cultivate young up-and-coming talents in collaboration with Camera, the Italian Centre for Photography, in Turin.