Lavazza’s 2023 calendar and e book deal with espresso and camaraderie

Lavazza’s 2023 calendar and book focus on coffee and camaraderie

Espresso – brewed for buddies, sipped for pleasure and loved by all.

Muhammad Yusuf, Options Author

Lavazza, one of many main gamers on the worldwide espresso scene based in Turin in 1895 and owned by the Lavazza household for 4 generations, not too long ago introduced the newest model of its annual calendar “YES! we’re OPEN”, in addition to a e book by Fabio Novembre of the identical title. The photographs within the calendar have been composed by ace American photographer Alex Prager and each works attempt to unearth the fantastic thing about humanity that rediscovers its vitality and curiosity. The theme of the calendar is introduced out in a lounge/cafe setting, reminding us that humanity can’t be labelled and categorised, and that it’s solely by way of mutual respect that we will share the enjoyment of an sudden assembly, a stranger’s smile and be part of the world’s theatre of inexhaustible wonders.

Following the pandemic, it’s Lavazza’s method “of inviting everybody to be open and see the variations between us as a useful useful resource that enriches all.” “With this new artwork venture,” says Lavazza Group board member Francesca Lavazza, “Lavazza intends to convey vital messages about range and inclusion; it does so by beginning out from its personal origins and base, espresso, which has at all times been a byword for sociality, just like the numerous locations that serve it. “During the last ten years, the calendar has develop into a kind of manifesto for us, during which we use artwork as a way of specializing in issues we really feel deeply about and are according to the corporate’s imaginative and prescient and commitments”.

She speaks extra to Gulf At this time

Why did you select Alex Prager because the visible artist for the calendar?

From the very starting, Lavazza entrusted the creation of its calendar to excellent internationally famend photographers, nice masters of the artwork, of the calibre of Helmut Newton, Steve McCurry, David LaChapelle, Annie Leibovitz and Emmanuel Lubezki. The 2023 Calendar venture has been signed by the expertise of photographer and director Alex Prager, who has given voice to the vital idea “YES! we’re OPEN” in her distinctive fashion. She has been in a position to reveal the feelings and anxieties harboured in each particular person by way of extremely evocative scenes, intentionally missing in exact temporal references. Her suave mixing of various attire, kinds, decor particulars and settings, creates an impact of ambiguity that heightens the interior pressure of the pictures. In Prager’s 12 images – excellent of their care of element – humanity is valued in its selection and individuality: sharing the identical feelings, persons are profoundly completely different, albeit interconnected.

Lavazza 1 

“YES! we’re OPEN” – are you able to elaborate on what this implies?

Impressed by the signal on the door of cafes all around the world, the 2023 Lavazza calendar’s title “YES! we’re OPEN” is a neighbourly invitation to come back in and luxuriate in an expertise of delight and conviviality – a message of inclusion, respect, and open-mindedness.

As a spot the place the world’s cultures and identities can meet, there’s nothing fairly like a espresso bar: within the 2023 calendar venture, the bar turns into actual and metaphorical on the identical time, with Alex Prager learning the individuality of people to spotlight their worth, thus embracing the theme of our frequent humanity and celebrating our variations – ideas that animate Lavazza’s imaginative and prescient and are so central to our world right this moment.

What are the topics the Lavazza calendar addresses?

Lavazza believes within the thought of “optimistic and sustainable” artwork in two senses: accountable artwork, not for its personal sake, however able to elevating consciousness within the individuals it addresses, inspiring them and persuading them to undertake sustainable behaviours, and artwork as a discussion board on problems with social, environmental and financial sustainability, during which intellectuals in several fields can pool their experience with the frequent goal of specializing in the seek for common human values and behaviours that defend nature.


The 2023 version is a brand new chapter within the story of sustainability written by the calendar over the past ten years. It takes up the story of the final two editions, particularly, The New Humanity (2021), by 13 world-famous photographers, and I Can Change The World (2022), by Emmanuel Lubezki, one of many world’s prime cinematographers.

Why did Lavazza deal with youth? Any particular purpose to not function the older era?

“YES! we’re OPEN” is an artwork venture that goals to be an instrument of change, addressing a broad viewers that features older and youthful generations alike. With this angle in thoughts, most consideration is of course positioned on youthful generations; they’re the important thing protagonists of our future society and elevating consciousness on essential points right this moment is step one to make a change for our future. 

Although espresso originated in Ethiopia, it has sturdy hyperlinks with Arabia. Why doesn’t the Arab world match within the calendar?

Espresso has historical roots: its heritage might be traced again centuries to the Ethiopian plateau. Espresso quickly reached the Arabian Peninsula, and this marked the start of a journey that will convey espresso beans throughout the globe. By the fifteenth century, espresso was being grown within the Yemeni district of Arabia – strongly bonding with the Arabic tradition. Africa was the primary protagonist of the 2015 Lavazza calendar, “The Earth Defenders”, with Steve McCurry paying tribute to the continent, to its individuals with their nice dignity, custom and historical past. As extra proof, the 2023 version has paired with the launch of Fabio Novembre’s e book “YES! we’re OPEN”, a round-the-world journey, specializing in the values which have at all times guided the corporate.