The Lavazza calendar 2025 chooses a young French-Senegalese photographer, Omar Victor Diop, to talk about the art of “blending”, that mixing that one hundred and thirty years ago brought Luigi Lavazza to the construction of the ideal coffee recipe, and which over the years has built the fortune of the Turin company.
After having turned to great international talents over the years, each time with a different narrative objective, this year Lavazza decides to pay homage to its history, making it contemporary through a metaphorical image of mixing. At the cry of «Let’s blend»the new Lavazza Calendar constructs triptychs of famous characters that revolve around its world, and that of coffee, bringing to the stage a thematic fil rouge that unites the four seasons, dominated by shades of blue, pink, green and ocher, where a plurality of cultures and experiences come together behind a bar counter that becomes a meeting place. This is how blending becomes mixture of timesto unite personalities from different generations; of rootsthrough which each protagonist brings their own different origin as a gift; of culturesunderstood as a mixology of heterogeneous traditions and finally of mindswith the mix of complementary aptitudes, skills and professionalism.
The protagonists
A total of 36 characters have been chosen for this ambitious and original project. «The photographer, the ambassadors, the chefs, the bartenders, the trainers, the collaborators and the historical partners», he explains Francesca Lavazza, Board Member of the Lavazza Group. «A blend with different roots and origins, roles and generations, but united by the Lavazza spirit and with the task of projecting it into the future».
The images that make up the twelve months of the Calendar have a narrative character and unfold as a single sequence shot that tells many different micro-storiesthe molecules that make up a greater collective story. It is formed by more or less well-known faces, put together in the name of blending: Jannik Sinner, Massimiliano Caiazzo, Whoopi Goldberg, Tullio Solenghi, Big Mama, Omar Victor Diop, Sara Gama and Omar Hassan are present together with ambassadors Daniela Fatarella from Save the Children and designer Cino Zucchi, as well as chefs Norbert Niederkofler, Federico Zanasi and Chiara Pavan.
These famous names are combined with people from Lavazza, professionals such as coffee specialists, baristas, trainers and even Luigi, the cute little robot from the Global Campaign Pleasure Makes us Humanwhich represents the more futuristic but also emotional side of the Brand.
In the triptychs they are inserted here and there objects with a precise meaninglike clues in a fun treasure hunt, through which the concepts of Blending Times, Blending Roots, Blending Cultures and Blending Minds.
At the center of the shot that tells the concept of Blending Cultures we find the smile of Whoopi Goldbergaward-winning Hollywood artist, multifaceted figure: she is an actress, singer, presenter and activist, transversal to different worlds of culture and a great coffee enthusiast.
In pink, for the Blending Timesthere is Jannik Sinnera champion loved throughout the world and the first Italian tennis player to become number one in the world rankingAmbassador of the brand since the beginning of 2019.
To represent the Blending Rootsin the center of the green triptych, there is the same author of the shots, the photographer and artist Omar Victor Diopwho worked under the creative direction of the Armando Testa Agency.
Finally, with the yellow background of Blending Mindscomes the energy of Big Mama (Marianna Mammone), Italian rap singer who recently collaborated with Lavazza and the Lavazza Foundation: a revelation character on the music scene of recent years, in her lyrics she represents the values ​​of inclusion and the defense of rights.
The photographer
For this new Calendar Lavazza chooses a young talent born in 1980, Omar Victor Diop. Trained between Dakar and Paris, he is the one who embodies the cultural blending protagonist of the calendar before any other subject.
Taking up the baton of the 2024 Calendar More than Ussigned by African photographers Thandiwe Muriu, Daniel Obasi and Aart Verrips, with his work Omar Victor Diop bears witness to the centrality of Africa as a continent of innovation, a reality no longer emerging but a fully fledged collection of countries and cultures in full swing. A place of identity for Lavazza, «as the land of origin of the coffee bean (in the Kafa region, in Ethiopia), but also a harmonious territory, full of energy, experimentation, drive towards the future», explains Francesca Lavazza.
Source: Vanity Fair
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