The Bund in the early morning, the city has not yet fully awakened. The morning light brushes over century old buildings, and pedestrians, tourists, and shops along the street slowly start a day of fireworks. In the old Shanghai Municipal Mansion, the mellow and long coffee aroma is the first to spread. The barista precisely grinds and compacts the powder, buckles the handle to start the extraction, and the dark brown and dense coffee liquid slowly falls down, forming a cup of authentic Italian concentration. This scene happened at the first CASA LAVAZZA Shanghai Old City Government store in Asia.
On one hand, there are century old historical buildings engraved with the urban context of Shanghai and carrying the city's memory, and on the other hand, there is an old coffee family born in Italy in 1895. These two century old legends, spanning time and space, blend and coexist in the LAVAZZA store in the old city of Shanghai.
During the cross-border collaboration of the brand, Lamborghini racing cars made their debut at the old city government compound
CASA LAVAZZA Shanghai Old City Government Store
Starting from a century old building: a mutually compatible location, where the building and coffee coexist
The Old City Hall in Shanghai is located in the historic core area of the Bund, standing by the river for over a hundred years, witnessing every iteration of Shanghai's urban development. It has a rich cultural heritage accumulated over time and is also the core destination for the public to immerse themselves in Shanghai's urban culture.
Stepping into the CASALAVAZZA flagship store of the old city government, you will be greeted by a European style space that is not deliberately replicated. The building itself has a complete temporal texture. The retro arched windows, high ceilings, and walls polished by time are all fully preserved, preserving the unique calm and charm of historical buildings; The rich aroma of coffee, open interactive bar counter, and highly narrative brand display inject fresh contemporary living scenes into the century old building.
CASA LAVAZZA Shanghai Old City Government Store preserves the original exterior facade of the building
The century old building has become a natural exhibition hall for LAVAZZA to tell the brand's century old story. LAVAZZA has become a medium for this historical landmark to connect with modern urban life and express new vitality to the public.
Tourists from home and abroad traveling to and from Shanghai can unlock a new way to explore the city through our stores. In the past, people relied on architecture, cuisine, and streets to touch the soul of a city; A cup of authentic coffee has now become a core element of urban cultural experience.
CASA LAVAZZA Shanghai Old City Government Store Scene
Italian coffee enthusiasts who come from afar stop at the store and order a single cup of Espresso (Italian espresso), instantly familiar with the balanced aroma and rich taste, eliminating the barriers caused by thousands of miles away; Local consumers can enjoy an immersive Italian experience without the need to travel to Europe, immersing themselves in the century old Italian coffee culture of the Bund's century old architecture.
Coffee is no longer just a beverage, but a language that blends different cities and cultures.
Recreating Milan flagship store, creating Asia's first Italian coffee culture home
CASA means "home" in Italian, which is also the core element that sets this store apart from all LAVAZZA standard stores nationwide. The CASA LAVAZZA flagship store on the Bund is positioned as the "home of Italian coffee culture" and replicates the Milan flagship space, which is a brand new experiment in the Chinese market.
CASA LAVAZZA flagship store is positioned as the 'home of Italian coffee culture'
The historic building of Shanghai Old City Government, with a hundred years of history, is highly matched in temperament with LAVAZZA, which has accumulated a hundred years of experience. ”The staff responsible for brand store design introduced, "The stable foot traffic on the Bund promotes the two-way empowerment of landmarks and brands, and the store output is distinct from the deep immersive cultural experience of fast-moving consumer coffee shops in shopping malls
The store is divided into three main functional areas as a whole. The arched entrance porch restores the pure Italian atmosphere of entering the house. The central bar counter in the space replicates the original specifications of Milan, creating a core area for interaction and communication between baristas and consumers. The store is equipped with a limited edition Eagle coffee machine from around the world, and a professional hand washing operation desk that is not set up in regular stores has been added.
Limited to 60 units worldwide, the collectible Eagle coffee machine numbered 37
The inner composite space covers multiple uses such as check-in and relaxation, small coffee salons, and private tasting banquets, simultaneously carrying the complete brand culture exhibition; The wall layout features precious century old photos, fully summarizing LAVAZZA's century long history of creating blended coffee systems and deepening Italian concentration extraction processes; The three-dimensional coffee bean display wall displays raw beans, moderately roasted, and deeply roasted raw beans in layers. Consumers can touch and smell them up close, intuitively sorting out the complete industry chain of coffee beans from raw materials to finished product extraction. This fully immersive science popularization exhibition has no supporting facilities in regular domestic stores.
Composite space inside the store
At the same time, the overall space takes into account the habits of domestic consumers who love to check in and share, with multiple locations set up to adapt to photography scenes. At the same time, the overall lighting tone is relatively calm, guiding consumers to calm down and experience the coffee flavor and brand story.
3D coffee bean display wall
Shanghai is a city born from inclusivity and integration, with a Shanghai style core that is compatible with all directions, which coincides with LAVAZZA's philosophy towards coffee. While adhering to the classic Italian matching process, the brand continues to adhere to the local taste buds to polish the flavor. It not only inherits the classic concentration of a century, but also introduces the store limited features that match the urban temperament of Shanghai, allowing the orthodox Italian coffee process to grow a unique expression suitable for the eastern consumer market.
CASA LAVAZZA Shanghai Old City Government External Check in Point
Preserving taste and innovating, interpreting Italian lifestyle aesthetics from multiple perspectives
The transformation of consumer attitudes is hidden in the iteration of a cup of coffee. In the early years, the general public placed more emphasis on refreshing, taste, and convenience when drinking coffee. Nowadays, coffee has been upgraded to a complex lifestyle experience, and people are increasingly concerned about the origin and extraction process of coffee beans, as well as the specific requirements for the health attributes of beverages.
Adhering to classics does not mean sticking to old ways. LAVAZZA has always been on top of the traditional Italian coffee system, innovating products that meet the health needs of contemporary people. The new 6.0 high protein 0 lactose milk base series is the best proof. This milk coffee not only retains the rich aroma and layers of Italian coffee, but also caters to people who are lactose intolerant and focus on high protein intake, making the century old coffee flavor suitable for more diverse drinking scenarios.
6.0 High Protein 0 Lactose Milk Series Coffee
In LAVAZZA's eyes, classics have the vitality of keeping up with the times. From pure Italian espresso on the streets of Italy to innovative milk coffees that cater to modern health needs, the brand has always enriched the boundaries of coffee along the lines of the times. Coffee has never been just a taste experience, but also a comprehensive carrier of Italian craftsmanship, design, and daily aesthetics. This shared obsession with craftsmanship and aesthetics has also led to a cross-border collaboration between LAVAZZA and Lamborghini Quadra Corse, which share the same origin in Italy.
The collision and fusion of century old Italian coffee culture, century old architecture's serene retro space, and the avant-garde industrial design full of power in supercars. Consumers can pause for a cup of coffee, and also gain diverse experiences through the integration of architecture, cross-border design, and Italian culture, making coffee a window to touch the Italian way of life.
LAVAZZA and Lamborghini Quadra Corse joint merchandise
More than a hundred years ago, LAVAZZA was born in a small street corner store in Turin, Italy. It crossed thousands of miles and landed in a century old building on the Bund in Shanghai, building a cultural bond between the two cities with a cup of coffee. Italy has accumulated generations of blending and extraction techniques for the brand, while Shanghai's inclusive and diverse urban temperament opens up a new narrative for the brand.
LAVAZZA, a century old coffee brand originating from Turin, Italy, has steadily developed in Greater China. Its 200th store has officially settled on the campus of Huazhong University of Science and Technology in Wuhan, creating a coffee space that combines reading, discussion, and socializing for teachers and students, achieving an organic integration of coffee culture and campus humanistic atmosphere. The brand will continue to focus on products, deeply cultivate local innovation, continuously enrich store formats, steadily promote long-term development, and convey Italian quality coffee culture and Italian lifestyle to Chinese consumers.
(This article is from Pengpai News. For more original information, please download the "Pengpai News" app)
Liaoning ICP Security No. 21122402000217