Prize(s) Honorable Mentions in Visitor Experience & Museum Exhibition
Company Michael Grubb Studio
Lead Designers Michael Grubb & Greta Smetoniute
Completion Date Completed March 2018
Project Location Turin, Italy
Entry DescriptionMuseo Lavazza– is a sensory journey through global coffee culture, explored through the 120 year story of the Lavazza family and their continued dedication across five generations.
Michael Grubb Studio provide lighting design for the exhibition, working with exhibition designers RAA to create a series of highly immersive and emotive experiences.
The journey begins with a homely welcome into the 19th century roots of the Lavazza brand, followed by the fascinating production process, where visitors can smell, touch and taste the alchemy of coffee production ‘from bean to cup’, the rituals and traditions of coffee making, and the fabulous creative collaborations which make Lavazza culturally distinct. The dramatic crescendo of the Museo journey is a celebration of the Lavazza ‘Universe’- a seven metre-high, immersion installation which allows visitors to transcend into a dreamlike ‘cloud’ space – a fantasy world of Lavazza’s imagination and creativity which celebrates the sensory stimulation of coffee
Museo Lavazza has five galleries, or ‘worlds’, each with its own style and theme.
Museo Lavazza resides within the company’s new headquarters designed by Cino Zucchi Architects.