MUSEO LAVAZZA UNIVERSO
In April 2018 the coffee producer Lavazza opened its new headquarters "Nuvola Lavazza" in Turin, attracting a large interest from the general public.
TAMSCHICK MEDIA + SPACE produced the audiovisual centrepiece for the museum designed by RAA-London, which incorporates the theme of the cloud, in Italian "nuvola. Integral to its title, the cloud stands for movement and reflection, for transparency and also for the dimension of time.
Visitors to the museum descend down a linear staircase into an oval 8 m high "room within a room", the boundaries of which are defined by thousands of threads hanging down from the ceiling, illuminated from floor to ceiling by all-round by radiant projections. The visitor is invited to move the curtain by touching or walking through it, thus increasing the dynamics of the moving projection. Even from the outside the transparency and illumination of the delicate light body is tangible. Like a light sculpture, the haptic space also visually appears in the adjacent museum areas.
The projected animations tell of the artistic associations of the place and ritual of coffee, from the milestones of the Lavazza company as well as of their awareness of innovation and aesthetic drive. The philosophy of the family business centres on the idea of sharing a moment of enjoyment, with people always at the heart. As a symbol of this, an interactive oval table is the focus of the spatial installation, which functions as a meeting point and communication centre.
At the start of the museum tour each visitor receives an espresso cup, equipped with a data-storage device. The sequence of the immersive 360° projection can be controlled by placing the cup on the interactive table surface.
Four animations are available, each of which tells a different side to the Lavazza story, such as the origin of coffee, a sensory depiction of coffee plants in the semi-shade of living rainforests, or those from urban worlds, people and inspirations that are closely linked to the enjoyment of coffee viewed from the centre of an Italian piazza. During the course of a virtual day, light, shadows and historical and contemporary black-and-white photographs drift across the piazza’s classic facade. In the end, every story dissolves back into the cloud universe.
Luigi Lavazza S.p.A.
Creative direction, Concept, Motion Design, 3D/Film Production, Implementation, Projectmanagement, Interaktive Table Concept and Filmproduction
Natalie van Sasse van Ysselt, Marc Oßwald
Project management and Postproduction Supervision
Mattis Völker, Riccardo Torresi
Markus Gonser, Mattis Gutsche, Björn Fiekert
Not A Machine, Hamburg
Lead Agency / Scenography
Ralph Appelbaum Associates
Projection Hardware/Technical Implementation
360° projection onto a string curtain
Interactive Multitouch Table
8x Projectors WUXGA
7.1 360° Surround Sound