The new Soho location is the brand’s first store outside Italy and has been created in collaboration with Ralph Appelbaum Associates (RAA).
Ralph Appelbaum Associates is well known for its planning and design of museums, exhibits, educational environments and visitor attractions. Continuing its successful creative collaboration with Lavazza, the new Soho flagship location is the ideal place for daily visitors to enjoy a coffee to drink in or takeaway.
The customer’s journey features a number of offers and experiences that are set across two storeys. The ground floor features an authentic Italian Caffetteria experience where guests can order their coffee underneath a bespoke coffee bean chandelier. A bean-shaped counter offers both high and low seating areas and the walls feature a fresco-style brand story of Lavazza’s 120 year history.
The back of the store is themed around the Lavazza 1895 Coffee Designers and gives guests the opportunity to buy quality coffee and take part in a tasting experience. The first floor gives guests the opportunity to eat and drink in the Gastronomia & Coffee Design, which celebrates Lavazza’s collaborations with a number of the world’s leading chefs.
