Lavazza Announces Gourmet Restaurant to Complete Turin, Italy, Headquarters; Oscar Winner To Design Interiors

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Lavazza announced a new restaurant concept opening at the future Lavazza headquarters in Turin, Italy, CONDIVIDERE developed in collaboration with Ferran Adrià, features a setting designed by three-time Oscar-winning art director, Dante Ferretti, and the brilliant Italian chef, Federico Zanasi will lead the kitchen.

CONDIVIDERE is the expression of a new philosophy of taste, introducing an innovative way to enjoy food inspired by the informal sharing of gourmet cuisine. in a timeless, dreamlike atmosphere, where the passage of time seems to come to a halt.

NEW HQ OVERVIEW  

Lavazza's new headquarters have been designed by architect Cino Zucchi and are located the heart of Turin, where Lavazza was founded in 1895.  

The new HQ complex has been designed to be not only a state-of-the-art LEED-certified office, but more importantly a place open to the public. With a more than 100 million Euro investment, it reaffirms a commitment to the company's hometown, and particularly to help develop an undervalued part of Turin.  

Officially opening in late 2017, the new HQ complex will feature 19,000 square meters where Lavazza's heritage and passion for coffee will come to life via: A Lavazza Museum designed by the great Ralph Appelbaum (creator of the United States Holocaust Memorial Museum, The Hall of Biodiversity at the New York City Natural History Museum, The London Transport Museum, the Walmart Museum, etc.)

  • A lush, green piazza open to the public, as well as archaeological ruins of a 4th-5th Century A.D. paleo- Christian basilica discovered during construction 
  • A Convention Center that can also be used by third-parties for special events 
  • The Bistrot, a collective farm-to-table restaurant for employees, which will also be open to the public, including students of the university of design (IAAD, Istituto d'Arte Applicata e Design). The IAAD has been a partner in the development of the new HQ and is located adjacent to the complex
  • CONDIVIDERE BY LAVAZZA: An innovative culinary concept developed in collaboration with Ferran Adrià. A place that reflects Lavazza's commitment to Top Gastronomy and innovation. The space will count with nearly 500 square meters.  

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OVERVIEW OF CONDIVIDERE BY LAVAZZA 

CONDIVIDERE BY LAVAZZA - Latin: Cum (with) + Dividere (share), to share with others.

A new food philosophy is born tied to the informal sharing of gourmet cuisine in a timeless, dreamlike atmosphere, where the passage of time seems to come to a halt.

CONDIVIDERE BY LAVAZZA is both a destination and a starting point, a high-level reflection on the food of tomorrow. It is a commitment to Food Democracy 

Giuseppe Lavazza, as a fourth-generation family member at the head of the Lavazza Group (and current Vice President), Giuseppe Lavazza has been closely overseeing the development of CONDIVIDERE BY LAVAZZA.

Inspired by coffee as a symbol of sharing and socialising, Giuseppe and the Lavazza family have collaborated in developing a new way of dining tied to the informal sharing of gourmet cuisine. 

Lavazza is strongly committed to creating a new restaurant where the coffee experience is at the forefront of every dish, making it a unique concept found nowhere else.

Diners at the restaurant will first sit in one space to experience savoury dishes and then, after the meal, will move to another in which to indulge in coffee-inspired desserts.

Lavazza has a long tradition of working with some of the world's top chefs over the last 15 years and on top gastronomy innovation (an example is the Lavazza coffee design' "Coffee Caviar"). Some of the top chefs Lavazza has worked with in addition to Ferran Adrià include Massimo Bottura, Carlo Cracco, and Davide Oldani.

Ferran Adrià, the concept co-creator. With personal to Lavazza since the year 2000 and since 2011 officially with elBulli Foundation, Mr. Adrià has worked on the development of CONDIVIDERE BY LAVAZZA, by researching the history of Italian cuisine and the sociability of coffee culture, landing on the culinary concept and experience for the restaurant.

The restaurant aims to take diners on a journey through Italian culinary history, making nods and to the region's gastronomic traditions.

CONDIVIDERE BY LAVAZZA will have a focus on coffee, and on revisiting the Italian region's long-standing culinary tradition and on plate-sharing.

Federico Zanasi, the chef, identified by Ferran Adrià and the Lavazza family, the chef at the helm of the CONDIVIDERE BY LAVAZZA kitchen has worked in several Michelin-starred restaurants and was hailed by Identità Golose a Best Sous Chef in 2011.

Most recently serving as Executive Chef at the Hotel Principe delle Neve's acclaimed restaurant, Federico Zanasi worked closely with Mr. Adrià to conduct research for the CONDIVIDERE BY LAVAZZA dining concept.

Dante Ferretti, the set designer Lavazza has enlisted the iconic Dante Ferretti, a three-time Academy Award winner (The Aviator, Sweeney Todd: The Demon Barber of Fleet Street, and Hugo Cabret) to oversee the interiors of the restaurant, ensuring a whimsical and unique approach to the space. 

The restaurant interior has been thought of as transporting diners into a movie set, with an emphasis on the theme of "suspension of time," playing on the idea that "time" is the only concept that is truly valued in the 21st century.

With over 5,000 square feet of taste and experience, CONDIVIDERE will animate the "Cathedral," the former Enel power plant inside Lavazza's new headquarters. The kitchen will be overseen by Federico Zanasi, who has been tapped to lead the team of the new restaurant. Born in 1975, willful and determined, Zanasi has been chef at the restaurant of the Hotel Principe delle Nevi in Cervinia since 2012.

He worked with Moreno Cedroni for nine years and won the "Best Sous Chef of the Year" award in 2011. "The philosophy that underpins Lavazza's new CONDIVIDERE restaurant is unique. Everything stems from a systematic study of Italian ingredients, the story of where they come from and an explanation of their history and evolution.

This is the basis of the CONDIVIDERE gastronomic journey. An experience in true 'food democracy', in which we strive to create a pleasant environment marked by informal sharing that makes everyone feel at home," comments Federico Zanasi. 

CONDIVIDERE by Lavazza

A temple of shared taste and coffee experiences - is being designed by Dante Ferretti, a three-time Academy Award-winning art director, and also the creative arm and friend of Pasolini, Fellini and Scorsese.

Ferretti's way of interpreting this dreamlike space, showcasing time as the true value of the 21st century, is lavish but also urban and colorful - perfectly reflecting Zanasi's culinary philosophy. "Inventing dreams is my job. I feel perfectly Felliniesque in the sense that I like everything that materializes visions and dreams. Not seeking perfection, but reinventing reality. That's why conceiving this new space with Lavazza takes me to the world of dreams I was talking about," says Dante Ferretti. "I love grandiosity in my work, and simplicity in my private life. CONDIVIDERE represents me in this sense because it connects the majesty of the place with the pleasure of being together, of eating together. Enjoying haute cuisine with friends, in a place that is welcoming and dreamlike at the same time".

The roots of CONDIVIDERE by Lavazza begin with the history of Italian cuisine, which Zanasi analyzed for months under the careful guidance of Adrià, following the Sapiens method at the elBulli Foundation, and also studying academic texts at the University of Culinary Science in Pollenzo, Italy. Zanasi then reinterpreted it in a knowing mix between tradition and innovation, lending value to ingredients that are always of the finest quality. This is haute cuisine within everyone's reach and, while it hints to the informal dining approach typical of Spain, it also wants to rediscover the social side of the typically-Italian Sunday dinner.

"CONDIVIDERE strives to bring together the excellence of our Italian flavors, and our glorious culinary history, with the spontaneity and joy that strongly characterizes the most profound sense of what we mean by Italian hospitality," adds Giuseppe Lavazza. "Without revealing anything just yet, there will also be room for a new coffee experience that is quite unique and evocative. In fact, for the first time, the tasting of desserts and the final ritual of coffee will be given the same attention and importance as the first part of the meal, taking place in a specially equipped separate and dedicated area for diners. CONDIVIDERE will be a bold experiment at the service of taste, cheer, sharing, hospitality and culinary talent, while remaining accessible to all — in keeping with the finest Lavazza tradition."

Zanasi concludes, "I showed Ferran all my determination and my desire to surprise him. What became immediately apparent to me is that Adrià wanted an all-around vision of the dish and a full awareness of what is being presented. He wants everything to have an origin and everything to be considered and wellthought out. Seeing how the youngsters working in his Foundation follow him is in itself already an experience: he is a guru who invents passion, analyzes it and places it at the service of others."

LAVAZZA AND TOP GASTRONOMY

It was 1996 when Lavazza, a pioneer in the exploration of the infinite experiments in which coffee can play a leading role, first entered the field of Top Gastronomy and, with prestigious partners, the company launched an in-depth investigation into coffee, uniting a passion for flavours with a passion for traditional know-how.

Convinced of the strategic importance of this approach, Lavazza devoted important resources to developing this channel, and in 1998 it created the first division in the Lavazza Training Center, devoted to training professionals in this field and developing new tasting products and materials and dedicated to experimentation involving this product. The experience of haute cuisine has evolved and grown with the collaboration of some of the greatest chefs on the international scene, such as Ferran Adrià, Carlo Cracco, Massimo Bottura and Davide Oldani.

Their visionary approach draws on Lavazza's coffee expertise to invent new and surprising forms, highly imaginative in some cases, for Italy's favourite beverage. The leitmotif of all this experimentation is the key assumption of top quality at all times. Since 2011, Lavazza has been a partner of Ferran Adrià's elBulli Foundation, which calls for taxonomic analysis of food in all its forms and combinations. Lavazza's long path of collaboration and experimentation includes years of partnering with Identità Golose, one of the main Italian events devoted to haute cuisine. 

CONDIVIDERE BY LAVAZZA is a new gourmet restaurant that will open in late 2017, located in Turin, Italy at Lavazza's new state-of-the-art headquarters.   

 

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