An immersive experience celebrating the excellence of Italian espresso.
On the occasion of the Nitto ATP Finals, Lavazza brought to life an iconic and immersive installation in the heart of its hometown.
An immersive installation brought the experience of authentic Italian espresso to the urban space.
A high-impact project — both visually and strategically — developed by Louder, which enhanced the brand’s local identity while projecting it onto an international stage, offering thousands of guests and fans an immersive taste of Italian espresso culture.
At the heart of the activation stood the “augmented” version of the A Modo Mio Desea machine: a five-meter-high installation that, thanks to infinity mirror technology, immersed visitors in Lavazza’s Barista Technology, blending innovation, design, and taste.
In the Fan Village, Lavazza further engaged the public with Espressoland: a hybrid physical-digital space featuring interactive games, real-time experiences, and the chance to win an AMM Tiny Eco signed by Jannik Sinner.
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