United States   |  2022

MUSE Design Awards Gold Winner

Lavazza Flagship Store London

Entrant Company

Ralph Appelbaum Associates

Category

Interior Design

Client's Name

Lavazza Coffee

Sub-Category

Restaurants & Bars

Situated in a historic Grade II listed building at the center of London’s west end, the Lavazza Flagship Store is the second such store in the world and the only one outside Italy. The first of a new international design concept for the famous Italian brand, it is prominently located on the corner of Great Marlborough and Argyll Street, opposite Liberty London, the capital’s iconic department store. The project’s main objective was to bring Lavazza’s unique concept of coffee design, along with its distinctive Italian spirit, to a new London destination and audience. Located in the highly-trafficked shopping districts at Regent and Oxford Streets, the Lavazza Flagship Store needed to create an extraordinary experience for a wide range of customers: tourists, shoppers, commuters, and coffee aficionados alike. Our communication design is embedded throughout the fabric of the store. It has a playfulness that invites exploration and promotes a deeper understanding of Lavazza's impressive 120-year history. The brand’s dedication to sustainability and the environment is conveyed through real green planting that unfolds from the walls, culminating in the vertical garden on the First Floor. Infused with the spirit of Italianità, the communication design approach drew inspiration from the blend of playfulness and rich heritage that underpins the Lavazza brand. Fresco-style murals on the walls vividly blend Lavazza’s iconic imagery, past and present, with dynamic illustrations. Individual, Italian-designed contemporary furniture across both main floors invites customers to relax and enjoy their coffee in style. The Store also rose to the challenges brought about by the COVID-19 pandemic. The design for Lavazza’s Flagship Store enables visitors to enjoy the ultimate Lavazza experience in a safe and socially distanced way. Cutting-edge counter design features advanced anti-viral technology that disinfects itself with ultraviolet light.

Credits

Exhibition/Communication Design
Ralph Appelbaum Associates
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