Nuvola Lavazza: an ecosystem of innovation and culture at the service of events

In the heart of Turin’s Aurora district, Nuvola Lavazza is the headquarters of the Group that has made Italian espresso a global icon. This is not, however, a standard corporate headquarters, but an architectural and cultural project designed by architect Cino Zucchi. It is also a resource for corporate event organizers seeking unique, high-impact locations that convey the value of Made in Italy.

The Nuvola Lavazza complex is divided into several spaces: the Lavazza Headquarters, the Piazza Verde open to the public, an archaeological area open to visitors that reveals the remains of an early Christian basilica from the 4th–5th century AD, and two complementary spaces that narrate the company’s history and vision. These are La Centrale, with multipurpose spaces for conventions, meetings, seminars, and trade shows, and the Lavazza Museum, where event planners can organize team-building experiences and activities to enhance the program of events hosted at La Centrale.

"La Centrale" energy that becomes experience

Entering La Centrale means immersing yourself in an environment that conveys the memory of its industrial origins and the strength of its rebirth. The former power plant in the Aurora district has retained its grandeur, enhanced by large wrought-iron windows. Spread across 1,400 square meters, La Centrale offers event organizers four spaces. The Foyer (approximately 200 square meters) is perfect for networking sessions or welcome cocktails, while the Conference Room (200 square meters, divisible into two rooms) is suitable for workshops and meetings of up to 180 participants. The Indoor Terrace (360 square meters), overlooking the main building, is suitable for events of up to 150 guests.

The heart of La Centrale’s MICE program is Lo Spazio, the main hall spanning 1,200 square meters. This modular space, capable of accommodating up to 1,000 people, has hosted conventions, concerts, trade shows, and international celebrations over the years. Its versatility allows it to be transformed into a stage, auditorium, or exhibition area, adapting to a wide range of needs: from cultural events like Utopian Hours to major sporting events like the recent Nitto ATP Finals.

Lavazza Museum: An Immersive Journey into Coffee Culture

The Lavazza Museum is located next to La Centrale. Designed by the international studio Ralph Appelbaum, it is not a traditional museum but a multimedia and interactive journey that guides visitors through the global culture of coffee and the history of the Lavazza family. The museum tour unfolds through five thematic galleries: Casa Lavazza, which traces 130 years of company history; La Fabbrica, dedicated to the production chain; La Piazza, which celebrates the ritual of coffee; L’Atelier, which recounts creative collaborations through calendars and advertising campaigns; and L’Universo, which invites each visitor to find their place in the Lavazza experience. Interactive installations, evocative texts curated by the Scuola Holden under the supervision of Alessandro Baricco, and a rich multimedia system make the visit dynamic and personalized. Also noteworthy is “Il Museo è Aperto,” the recently inaugurated museum accessibility project, which includes tools that help overcome sensory, cognitive, and communication barriers to allow a diverse experience for all audiences.

At the end of the tour, visitors can linger in the tasting area for a final coffee experience, featuring Coffee Design recipes prepared by the Lavazza Museum’s coffeliers. Next to the museum, the Museum Store completes the experience: it’s where the tour begins and ends, offering gifts, books, souvenirs, and iconic objects that showcase the brand.

Finally, in recent years, the Lavazza Museum’s Historical Archive, which houses thousands of documents and images from the company’s history, has undergone a major digitalization process.

Nuvola Lavazza’s offerings are completed by the Michelin-starred Condividere restaurant, led by Chef Federico Zanasi, and the Bistrot Casa Lavazza, a collective dining space open to Group employees and the public, also under the guidance of Chef Zanasi.