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The best Italian espresso to be experienced and enjoyed outside of Italy. This is what the opening of Lavazza's new flagship store in London promises. As well as offering the finest blends, the three-floors store opened in Great Marlborough Street, the heart of the British capital, and it offers an immersive experience within the coffee culture that stimulates all five senses: there are fine espressos to match dishes which are well known for their exclusive taste; tastings with coffee sommeliers to satisfy the sense of smell; designer creations and furnishings inspired by Coffee Design to satisfy sight and touch, such as the bean-shaped counter, made of bronze and recycled coffee powder, or the chandelier made of 700 resin coffee beans; there is even an interactive installation that projects the aromatic notes of each blend onto the ceiling, as well as an augmented reality game, the aim of which is to find Lavazza coffee cups hidden around the city, which can be collected on your smartphone and then exchanged in the shop for a series of prizes.
Everything is designed to take visitors on an extraordinary journey of discovery of Italian espresso in all its forms, with the store's key concept being 'Coffee Design'.
"The UK coffee market is mainly made of chains, but at Lavazza we are introducing a completely different concept to what is known to coffee lovers and enthusiasts in the UK so far", says Pietro Mazzà, Regional Director of the UK and Nordic Countries and General Manager of Lavazza UK. "Much more than a coffee shop, Lavazza's London flagship store will introduce British and foreign consumers to the unique experience of Italian coffee in all its forms, taking them on a journey from the bean to the cup and showing them the best of Lavazza, not only through authentic coffee experiences, but also with fine cuisine, design, culture and much more".