Ahead of its bicentenary, we have embarked on a collaboration with the Museo Egizio, becoming a partner to the world’s oldest institution dedicated to Egyptian civilization, second only to the Egyptian Museum in Cairo in terms of number of exhibits.
The association of coffee and museums has become a customary feature of our cultural experience: the presence of a cosy corner in which to enjoy a hot cup of delicious coffee after an exhibition is now a constant pretty much everywhere, enriching the visitor’s experience and making it even more enjoyable. So it was natural for our Group to want to support the Museum – housed in the Collegio dei Nobili building in Turin – with a two-stage project. 2023 has seen the branding of the café that serves La Reserva de ¡Tierra! coffee blends sourced from sustainability and co-operation projects promoted by the Lavazza Foundation. Next year, for the Museum’s bicentenary celebrations, the partnership will support the creation of a new coffee shop in Piazza Egizia, providing specialist consulting on coffee preparation and service.
The Piazza will be the focal point of major transformations, opening it up to the city and becoming the point of departure for new exhibition paths that feature new rooms and a wealth of cultural insights. It will be a space open to all, shared by the Museum and the city.