Opened in 2018 to mark Lavazza’s 120th anniversary, the Lavazza Museum is a contemporary, interactive company museum that explores more than a century of coffee culture and the history of the Lavazza family, bringing together heritage, innovation, communication, design and sustainability.
Located within Nuvola Lavazza, the Group’s headquarters in Turin’s Aurora district, the Museum offers an immersive journey through five thematic areas: La Casa (The Home), La Fabbrica (The Factory), La Piazza (The Square), L’Atelier (The Studio) and L’Universo (The Universe). The experience begins with the origins of the company, founded in Turin by Luigi Lavazza in 1895, and follows its evolution through coffee research, product innovation, communication and the collaborations that have helped shape the brand’s identity.
A distinctive feature of the experience is the interactive coffee cup, which accompanies visitors throughout the Museum, activating multimedia content and installations and making the journey both personal and engaging. Every visit concludes with a tasting of special coffee-based recipes, completing the experience through taste and inviting visitors to discover new and surprising interpretations of coffee.
The Museum preserves and promotes Lavazza’s historical and cultural heritage and maintains a close dialogue with the Lavazza Historical Archive, whose documents, photographs, advertising campaigns, objects and other materials provide a unique perspective on the evolution of the company as well as broader changes in society and culture.
Alongside its permanent exhibition, the Museum develops a wide-ranging programme of educational, cultural and inclusive activities for schools, families, associations and diverse audiences. Accessibility, participation and inclusion are central to its mission, supported by projects and tools designed to broaden access and make cultural heritage available to an increasingly diverse public.
With more than 550,000 visitors since opening, the Lavazza Museum has established itself as one of Turin’s leading company museums and cultural destinations: a place where the story of an Italian family business meets contemporary culture and where coffee becomes a lens through which to explore business, society, creativity and innovation.
Opened: 2018
Location: Nuvola Lavazza, Turin, Italy
Museum journey: La Casa · La Fabbrica · La Piazza · L’Atelier · L’Universo
Visitors: more than 550,000 since opening
Key themes: coffee · company heritage · culture · innovation · design · communication · sustainability · inclusion