Lavazza debuts immersive coffee experience in London

Italian coffee company Lavazza has launched its first UK store, promising visitors an immersive coffee experience that’s “so much more than a coffee shop”.

Set across three floors, with a square footage of 500m, the store fetaures a ‘caffetteria’, a restaurant, tasting sessions and a chandelier made of 700 resin coffee beans.

“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,” said 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. Not only through authentic coffee experiences, but also through top gastronomy, design, culture and more.”

On the ground floor, visitors can take a seat in the ‘Caffetteria’. While seated, guests can enjoy traditional coffee recipes, while those visiting the store later in the day can sample ‘Coffeetails’ such as Nuvola Spritz or Negroni Cold Brew.

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. Lavazza has also created an interactive installation above the tasting area, which projects the aromatic flavour notes of each blend onto the ceiling.

To celebrate the launch of the London store, Lavazza teamed with Yahoo Creative Studios to create recipe video content and an interactive AR gaming experience that challenges users to find AR Lavazza-branded coffee cups hidden throughout London. Once found, these cups can be collected on a mobile phone and redeemed at the Lavazza flagship London store for a free coffee.

“As part of Lavazza’s internationalisation process, the UK is one of the key markets for our business, so the Lavazza London Flagship store represents a strategic investment for us as a global brand and reinforces our dedication to the local market,” said Gloria Bagdadli, Global Retailing Director, Lavazza Group.

“We are so proud to finally open the doors to a store allowing us to connect to our UK and international consumers on a new level, with tangible Lavazza brand experiences.”