In April 2018, the coffee producer Lavazza opened its new headquarters “Nuvola Lavazza” in Turin. As part of this event, the Lavazza Museum was also opened. At the heart of the exhibition is a spatial installation intended to communicate the philosophy of the brand in an audio-visual way. A transparent, dynamic and yet formative space in space, that takes up the theme of the cloud – in Italian “nuvola” – its movement and reflection.
Tamschick Media + Space designed an eight-meter high “room in room”. It is limited by thousands of threads that hang from the ceiling and serve as a projection screen. The visitor is invited to move the curtain by touching or traversing, thereby increasing the dynamics of the moving projection.
The projected contents narrate about the ritual of drinking coffee, the milestones of the company and their awareness of innovation and aesthetic drive. The philosophy of the family business is based on the idea of sharing a moment of enjoyment with other people. An interactive, oval table at the center of the installation symbolizes this approach and serves as a meeting place and communication center. The order of immersive 360 degree projections can be controlled by using an espresso cup that each guest receives at the beginning of the museum tour.
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