Museo Lavazza, Coffee industry and history museum in Turin, Italy
Museo Lavazza occupies about 1,200 square metres of the Nuvola Lavazza complex in Turin's Aurora district. Designed by Ralph Appelbaum's studio, its circular two-floor route is split into five areas: Casa Lavazza, La Fabbrica, La Piazza, L'Atelier and L'Universo. Interactive installations, screens and a special coffee cup accompany the visit.
The museum opened in 2018 and traces the development of Lavazza from a small family operation into a major coffee producer. It shows how the company grew over time and shaped the way Italians experienced and consumed coffee.
The Piazza section displays coffee machines and design objects, while the Atelier holds the Carosello television adverts, their sets and the faces who fronted them. Screens and sound installations let visitors follow stories and anecdotes about the brand through a special coffee cup.
Visitors receive an interactive espresso cup at the entrance that activates multimedia displays and collects information as you move through the museum. This cup works throughout your tour, letting you gather details at your own pace in each section.
The visit ends in the Atelier, where the Carosello advertisements are shown: sets, testimonials and television cameras from Lavazza's advertising history. Visitors can interact with the media installations, seeing how coffee advertising was staged on Italian screens.
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