The counter, designed by celebrated Italian architect Carlo Ratti, takes inspiration from the shape of the coffee bean and is made from a combination of brass and re-used exhausted coffee powder.
Global Italian coffee company, Lavazza, inaugurates its first UK Flagship store this month, blending traditional Italian coffee culture within the UK. Set across three floors, with a square footage of 500m, the UK Flagship store is located in a historical building opposite the iconic Liberty store on Great Marlborough Street, in the heart of Central London. Tasting Sessions with professional Coffelier
Inside, it invites coffee lovers to experience the world of coffee
through a journey of discovery that brings the store’s concept, “Coffee Design”, to life. Coinciding with the official launch, Lavazza has also developed an interactive augmented reality game
with “Lavazza PickmeUp London”, whereby customers can collect virtual cup icons to win a selection of prizes
over a three-week period.
“The UK coffee market
is primarily made up of chains
, but at Lavazza
we are introducing a completely different concept
than what’s currently available for the UK coffee lovers and enthusiasts”, says Pietro Mazzà, Regional Director UK & Nordics and General Manager Lavazza UK.
“So much more than a coffee shop, Lavazza’s London Flagship store will introduce consumers from the UK and abroad to the world of great Italian coffee, to be enjoyed in all its different forms, taking them on a journey from bean to cup and immersing them in the very best that Lavazza has to offer.”
A Unique Coffee Experience
On the ground floor, visitors can take a seat in the ‘Caffetteria
’. The counter, designed by celebrated Italian architect Carlo Ratti
, takes inspiration from the shape of the coffee bean and is made from a combination of brass and re-used exhausted coffee powder. The same designer also conceived the unique, flexible bench within the wider seating area to ensure customers can be seated at a comfortable distance from other guests. While seated, guests of Lavazza can enjoy traditional coffee recipes alongside patisserie.
Those visiting the store later in the day can sample the unique ‘CoffeetailsTM’ menu - created by the Lavazza Training Centre – or bespoke cocktails created by the Campari Academy for Lavazza - such as Nuvola Spritz or Negroni Cold Brew - paired with a selection of small bites for the ultimate Italian aperitivo.
In the grocery area, customers can participate in tasting sessions with a Coffelier – the sommelier of the coffee world – where they will be guided through each coffee’s aromatic notes across different coffee preparation methods. To heighten the senses further, Lavazza has also created an interactive installation above the tasting area, which projects the aromatic flavour notes of each blend onto the ceiling, further cementing the store’s position as an immersive coffee destination.
Where coffee meets gastronomy
Those looking for the perfect combination of coffee and top gastronomy, can proceed up the stairwell - with its stunning coffee design inspired décor - to the contemporary restaurant space on the first floor. Here, guests can enjoy a unique menu curated by Italian Michelin Star chef, Federico Zanasi of Condividere at Lavazza’s Nuvola HQ in Turin
. Each dish is freshly prepared for the customer, blending high-quality seasonal ingredients with elegance and a touch of unexpected flair. After their meal, visitors can enjoy one of the 1895 specialty coffee prepared in the cosy cafeteria on the same floor, including the limited-edition 1895 Avanguardia micro lot, which originates from the Yemen. Within this space, the store designers have also created a striking living wall, made from real plants.
Interactive experiences for the launch
To encourage coffee-lovers to visit the new London Flagship store, Lavazza, in partnership with Yahoo Creative Studios, has created recipe video content and an interactive gaming experience, which further communicate the brand’s unique approach to coffee.
Firstly, the new video series will showcase three different recipes available in the London Flagship store, bringing Lavazza’s passion for coffee design to the forefront. This includes three iconic Italian coffee-based recipes which have been re-invented by Lavazza; an Espresso transformed into ‘Coffee Caviar’, Cappuccino served in an unusual, solid texture and a mouth-watering Tiramisu sponge cake.