Lavazza Salone del gusto Exhibitions | 2016
Lavazza has presented the pictures of “The Earth Defenders”, its new 2015 Calendar, taken by world-famous photographer Steve McCurry with a stand designed by Novembre Studio, on the occasion of Salone del Gusto 2014. Protagonists of the calendar were present at the event, traveling from many African countries to be in Turin.
The calendar has been developed to shine a spotlight on the African continent and the “Earth Defenders,” the people who each day defend their land and projects with courage and devotion. Proceeds from the sale of the limited-edition calendar will go supporting Slow Food’s ‘10,000 Gardens in Africa’ project, enabling communities to cultivate food gardens in schools, villages and city outskirts of 25 African countries.
The concept of the stand immerses the visitors in a world of aromas and images, drawing attention to the ritual and social aspects of the coffee break, which represents the prototype of the contemporary social network. It anticipates the concepts of sociability and aroma, which will be explored in a greater depth with ‘The Smoking Cup’ installation during EXPO 2015, at which Lavazza will be the official coffee of Padiglione Italia.