Lavazza, one of Italy’s largest and best-known coffee manufacturers, celebrates its history and Italy's coffee culture at a new museum inaugurated this summer at the company’s headquarters in Turin. The itinerary goes through five galleries. Casa Lavazza is devoted to the history of the company, which was founded in 1895 by Luigi Lavazza. Visitors can see the promissory note signed by Luigi, so he could open a small grocery store in the center of Turin – the beginnings of the Lavazza enterprise. 

Fabbrica is the section where visitors can learn about how coffee is made, illustrating the various phases of production. Piazza recreates a typical Italian square from the 1960s to celebrate the ritual of coffee. It features the historic Autobar, a van that was used to sell coffee on the streets and in the piazzas, and the Iss-presso, the first espresso machine designed for space travel. Atelier is a photo studio that retraces the artistic and creative collaborations of the Lavazza brand through images and installations. Universo is a dreamlike space, where visitors can immerse themselves in a 360° multimedia projection and taste a coffee recipe prepared by the Training Center Lavazza.