Together with the international masters of photography, for 20 years Lavazza has been creating one-of-a-kind calendars bearing the mark of excellence of the Company not only in Italy, but around the world.
 
“Year after year, the relationship between Lavazza and photography grew, consolidated, and strengthened,” — stated Francesca Lavazza, Corporate Image Director of the Group — “Both the calendar and the coffee are products of our era; both generate energy; both are bound together by quick consumption, each a perfect copy of the other. Like coffee, photography is always a relationship: a connection between the person who produces it and the person who appreciates it.”
 
In fact, since 1993 the greatest photographers have been sharing this adventure with Lavazza, experiencing the enthusiasm, passion and attention for maximum quality. Thanks to all of them, the Calendar has become a collector’s item, and since the 2002 edition — with the images by David LaChapelle — it has become the stylistic signature of the Lavazza’s international advertising campaign.
 
The images of the Calendar have since then been displayed in the most important scenarios of the world, covering the sides of buildings in major European cities, turning these city squares into a sort of open-air museum .

Helmut Newton, Ellen von Unwerth, Ferdinando Scianna, Albert Watson, David LaChapelle, Jean-Baptiste Mondino, Annie Leibovitz and Eugenio Recuenco are just some of the names who have made this path possible and who are now celebrating, together with Lavazza, in an exhibition at the Triennale di Milano up to 9 November 2011.
 
The Lavazza con te partirò project consists of an exhibition, a photographic monograph published by Rizzoli and Rizzoli International and a digital design: the common threads are seduction and taste, with the feminine form the driving force behind a voyage towards a parallel universe.
“To celebrate the twentieth anniversary of this initiative, we called upon Fabio Novembre. His dreamlike and pop-savvy personal style has produced an interpretive pathway that reinterprets unexpected images. It is a voyage through seduction and taste, pleasure and beauty, all accompanied by the words of writer Vincenzo Cerami and artwork by Milo Manara — a collection that cannot help but spur us to continue for another twenty years” — explained Francesca Lavazza.
“Lavazza — tells Fabio Novembre — is an Italian last name that is inflected into the feminine, and when found following caffè, it seems to indicate a couple formed of indissoluble presuppositions: Caffè Lavazza, nothing less than a union that has been around since 1895, producing 17 billion cups of coffee per year all over the world. Those cups of coffee amount to 17 billion moments that suggest the same flavors while evoking entirely different visual contexts. It is in some ways by chasing after the magic of those moments that, for over twenty years now, Lavazza has produced extraordinary photographs bound by the image of a coffee cup as their shared common denominator.”