Lavazza, the godfather of Italian Coffee, made an exhibition of "Centennial Coffee Art scene" in China for the first time.

Italian coffee brand Lavazza (Rabasa), which was founded in 1895, has a history of more than one hundred years and is called the godfather of Italian coffee.

Recently, Lavazza (Rabasa) opened its first exhibition with the theme of "Centennial Coffee Art" in Shanghai. The selected address is Sinan residence with European architectural style, which adds a lot of artistic conception to Rabasa's centennial coffee exhibition.

Photo Source: LavazzaLavazza Coffee Art Exhibition is divided into five exhibition areas. When you enter the exhibition hall, the first thing you can see is a giant work of art composed of Lavazza classic coffee cups and coffee beans.

Source: Lavazza's second exhibition area is a simulation of a space station, which coincides with the 2015 Lavazza and Italian space agency teaming up to send the first space espresso machine into space to create the first space coffee. Visitors can take artistic photos of "drinking coffee in space" in this exhibition area.

Photo: Lavazza and an antique coffee machine limited to 70 units worldwide in 1884.

Photo Source: the third exhibition area of the network is the photographic exhibition of Lavazza, art and fashion culture. It is understood that Lavazza cooperates with world-renowned photographers to shoot works of art every year and makes the "Lavazza Calendar". The friends who come to the exhibition can also choose an art postcard they like to take away.

Photo source: the fourth exhibition area of Lavazza is the experience area for blending coffee beans, where visitors can personally experience the process of coffee blending and understand the "color, smell" characteristics of coffee beans in different producing areas.

Source: the last exhibition area of the network is an Italian street view simulated by a high-definition screen, where you can order a cup of coffee and immerse yourself in the Italian square and drink authentic Italian coffee.

Photo: Lavazza it is understood that the Centennial Coffee Art Exhibition held by Lavazza will last from March 19 to March 31. The exhibition is open to the public free of charge and free of appointment, and the top 200 visitors can get 0.1 yuan to buy coffee every day. Therefore, it also attracts many citizens to come to visit and sign in.

Photo Source: thoughtful Shanghai Lavazza is a famous Italian coffee brand with a history of 128 years. In Italy, where espresso culture prevails, Lavazza has a 47% market share, and even coffee giant Starbucks can hardly shake its position in Italy, making it the godfather of espresso. As early as 2011, Lavazza announced its entry into the Chinese coffee market. According to Nanfang Daily at the time, Lavazza planned to open 200 new stores within three years. But in fact, in the first nine years, the brand Rabasa has been tepid in the Chinese market.

Photo: Nanfang Daily started a frenzied store opening model when Lavazza partnered with Yum China in 2020, with 14 stores in Shanghai as of June 30, 2021. According to the Beijing News, Lavazza aims to open 1000 stores in China by 2025.

Photo: the Beijing News had a total of 85 Chinese mainland stores as of December 31, 2022. It is still a long way from the goal of the Thousand Store Plan. Lavazza's "Century Coffee Art scene" brand exhibition can spread to Chinese consumers the change and innovation of espresso over the past century as well as the culture of espresso, so as to let more consumers know this century-old brand from Italy and expand the influence of the brand.