A design concept signed by Crea International supporting italian brand’s internationalization as told by Marco Valle, the Lavazza coffee shop director
"Espression is a highly identification place of Lavazza brand, a combination of creativity and style in which the coffee expertise and the typical italian design concept are blended.The layout’s aim is all italian and plays on design elements and on creativity which is expressed not only in an aesthetic way, but even in the products’ offer. Instead the retail design reflects our bands values. A modern design, rotating around photography’s world. Design innovation can be discovered even in small details, together with the use of technology, allowing great flexibility according to the contexts in which we operate. The physical layout is adaptable to every single necessity of the store”.
This is what Marco Valle said during an interview on the magazine “Retail & food”, focusing above all on demonstrating how the company objective aims not in a strong numerical development, but in presiding over specific areas, well representing the countries in which the company invests.
After first opening of the pilot coffee shop concept in Turin, the brand has started to spread in a trasversal way.The store in Malpensa is one of the last ones, half in China, Belfast, Dublin and Budapest airports and a deal made with chinese partners which allowed to open in 10 months 18 shops between Shangai, Guangzhou and Beijing, with the aim to join more than 200 stores in the next five years.
“Espression” really aims in telling “Italy” in a new but absolutely truthful and current manner.Old traditional stereotypes have to be put aside in order to bring to the surface a truer and more modern way of being Italian, communicating that originality, vitality, pluralism of languages and cultures, typical of italian culture and its “ecleticism”, offering the pleasure to drink a coffee in an amusing, emotional, innovative and different environment. In Italy Lavazza does not need to improve the brand awareness because the brand holds 48% in retail market, serving more than 10 thousand bars.
That’s why the attention of the the company is now focused in investing abroad.
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