“Always a pleasure” is the 2027 Lavazza Calendar

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Press pause on time, even if only for a coffee. This is the insight behind “Always a pleasure”, the 2027 Lavazza Calendar: an invitation to rediscover the value of presence and connection in everyday life.

Now in its thirty-fifth edition, the Calendar continues the journey of “Pleasure makes us human” - Lavazza’s global communication concept - with a reflection on the pleasure encapsulated in a single moment. This project too was developed in collaboration with Armando Testa, which provided creative direction, and was celebrated at the Guggenheim Museum in New York, a cultural institution we have supported since 2014.

Three cities, four moments, the same human landscape

To bring this visual narrative to life, we turned to three leading photographers at Magnum Photos: Jim Goldberg, Alex Majoli and Paolo Pellegrin.

The fifteen photographs in the project, set in New York, Lisbon and Hong Kong, explored four moments throughout the day, from the first light of dawn until evening. The result is a journey in which coffee is a familiar, shared ritual that crosses different latitudes and time zones, a discreet presence punctuating the spontaneous gestures of everyday life.

“These multiple perspectives”, emphasised Michele Mariani, Executive Creative Director at Armando Testa, “create an authentic and universal narrative, in which the coffee ritual becomes a leitmotif uniting different cultures and geographies, distilling time and heightening the emotion of simple, everyday gestures.”

Three artistic perspectives

The three cities are not simply settings, but become a living part of the story: the energy of multifaceted New York, the slower pace and softer light of Lisbon, the urban vitality of Hong Kong come together to convey different ways of experiencing and interpreting pleasure.

Our vision of art

We think of art, and coffee, as open, shared and accessible. Over the years, we have fostered an ongoing dialogue with cultural institutions of international standing, recognising the art world’s ability to bring people together, spark curiosity and bring different points of view closer together. This shared vision has been the cornerstone of our support of  the Guggenheim Museum since 2014, which forms part of a broader commitment to open, accessible and inclusive culture.

Our collaboration has been given a further boost by the Guggenheim’s participation in IncluVisity, our project to engage with various Italian and international museums by supporting visitor programmes designed to appeal to different audiences and to overcome physical, cognitive, linguistic and social barriers. This same spirit of openness runs throughout the Lavazza Calendar, which offers a window on the world made up of moments, encounters and stories that convey the richness of different perspectives.