We are invited by Lavazza to explore its relationship with design, recently celebrated with the publication of the book \"Lavazza Design People. 1996-2020\u201d. A bond that has existed since the brand\u2019s early days, growing during the 1950s and 1960s in an extraordinary period for the world of Italian design, and fuelled by continuous research and experimentation that led, in 2015, to the creation of the Lavazza Design Team led by Design Manager Florian Seidl, a 42-year-old Austrian with a background in car design.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
![\"Lavazza,](\"https:\/\/autodesignmagazine.com\/wp-content\/uploads\/2022\/02\/2022030702_Lavazza.jpg\")
<\/a><\/span><\/div><\/div><\/div><\/div><\/div>Looking for a stylistic identity<\/strong><\/span><\/h3>\n\u00abSeven years ago, I took on the challenge of creating this department from scratch. Until then, the projects had by all means been excellent and successful - developed with high-level professional partners - yet there was a lack of continuity between them. The growing awareness of the value of design had highlighted the need to have an overall management of the matter\u00bb, he tells us.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
![\"Lavazza,](\"https:\/\/autodesignmagazine.com\/wp-content\/uploads\/2022\/02\/2022030703_Lavazza.jpg\")
<\/a><\/span><\/div><\/div><\/div><\/div><\/div>Jolie, a new design language<\/strong><\/span><\/h3>\nThe work of the team, that now includes Florian Seidl and designer Angelica Rella, began with the design of the Jolie, a capsule coffee machine. Eighteen months of work, between 2015 and 2016, to create the ancestor of Lavazza\u2019s design. The Jolie initiated a true formal language, capable of conveying the brand\u2019s values consistently across various market channels, with specific elements such as the \u201cdoor\u201d shape seen from the front, the coloured ring surrounding the power button, the slightly arched light catcher above the logo and the presence of decorative horizontal graphic patterns.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
![\"Lavazza,](\"https:\/\/autodesignmagazine.com\/wp-content\/uploads\/2022\/02\/2022030704_Lavazza.jpg\")
<\/a><\/span><\/div><\/div><\/div><\/div><\/div>A shape for every channel<\/strong><\/span><\/h3>\nSo, what are the main criteria that come into play when designing coffee machines? \u00abOur products are part of people\u2019s everyday life, but the basic criteria depend on the channel. In the domestic channel there is more freedom of expression and a more emotional character, with friendly objects with a human touch that can be fit into the kitchen environment, while in office machines we look at a more professional aspect, suitable for more formal environments.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
<\/a><\/span><\/div><\/div><\/div><\/div><\/div>Jolie, a new design language<\/strong><\/span><\/h3>\nThe work of the team, that now includes Florian Seidl and designer Angelica Rella, began with the design of the Jolie, a capsule coffee machine. Eighteen months of work, between 2015 and 2016, to create the ancestor of Lavazza\u2019s design. The Jolie initiated a true formal language, capable of conveying the brand\u2019s values consistently across various market channels, with specific elements such as the \u201cdoor\u201d shape seen from the front, the coloured ring surrounding the power button, the slightly arched light catcher above the logo and the presence of decorative horizontal graphic patterns.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
<\/a><\/span><\/div><\/div><\/div><\/div><\/div>A shape for every channel<\/strong><\/span><\/h3>\nSo, what are the main criteria that come into play when designing coffee machines? \u00abOur products are part of people\u2019s everyday life, but the basic criteria depend on the channel. In the domestic channel there is more freedom of expression and a more emotional character, with friendly objects with a human touch that can be fit into the kitchen environment, while in office machines we look at a more professional aspect, suitable for more formal environments.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
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