Arts & Culture
Arts & Culture
The Lavazza Group has 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 the spirit of the Group: 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. O 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, supported by the Group 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 Group’s close relationship with the mediums of art and culture fits within a wider business strategy that sees Lavazza partner with major international museums, including the Guggenheim in New York, the Hermitage in Saint Petersburg, the Peggy Guggenheim, the Fondazione Musei Civici in Venice and the Triennale in Milan.
The New York Guggenheim Museum is one of the Big Apple’s most iconic and prestigious cultural institutions. It is also where Lavazza inaugurated its museum partnerships in 2014. Ever since then, the company has been participating in the organisation of various important exhibits, including the retrospective on Futurism, “Reconstructing Universe”, an exhibit on artists Alberto Burri and Alberto Giacometti, and on the pictures and photographs of Laszlo Moholy-Nagy.
In 2015, the Group 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. Within this context, Lavazza has contributed to the enrichment of the already busy programme of events in Venice and to the creation of new synergies such as the collaboration with the Hermitage Museum in Saint Petersburg, an international artistic temple that is holding an exhibit on artist Mariano Fortuny, alongside the Fondazione Musei Civici in Venice. Lavazza’s supports this initiative, which heralds a new agreement that has allowed the most prestigious museum in Russia to welcome a variety of exhibits sponsored by the Group: finds from the tomb of Nefertari, the consort of Ramses II, stored in the Egyptian Museum in Turin; Arte Povera created by the Castello di Rivoli Museum of Contemporary Art in Turin; and finally mosaics, frescoes and sculptures from Pompei, the ancient Roman city destroyed by the eruption of Vesuvius in 79 AD.
Two years later, Lavazza began collaborating with the Peggy Guggenheim Collection in Venice, supporting various exhibits as an Institutional Patron and reinforcing the project aimed at developing artistic heritage in the UNESCO World Heritage city.
The most recent partnership was born in 2019, with the Triennale in Milan, the institution that produces exhibits and conventions on art, design, architecture and fashion. Within the scope of this work, Lavazza has contributed to the construction of a cafeteria and the organisation of the Broken Nature exhibit, an investigation into the ties that bond the human race to the natural environment.
The Lavazza Group is particularly connected to 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.