8 June 2018 saw the inauguration of the Lavazza Museum in Turin, a sensory journey into the world of coffee, set out by the Ralf Appelbaun studio, situated in the Lavazza Nuvola designed by Cino Zucchi, in the style of a funfairwith giant posters and special effects. An “intelligent” coffee cup comes with the entry ticket, and this serves to enable the installationsand multimedia content by placing it on the interactive displays. The explanatory texts accompanying and illustrating the route have been curated by the Holden School under the supervision of Alessandro Baricco. The Museum is divided into 5 sections: Casa Lavazza, a familiar space in which to learn about the brand’s 120-year history, starting with the promissory note signed by Luigi Lavazza in 1895; the San Tomaso grocery store in the centre of Turin; the Factory which shows production; the Piazza that celebrates the ritual of coffee, with its historic Autobar, used to sell coffee on the road. The Atelier is just like a photographic studio and shows images and installations of 60 years of creative partnership. The protagonists here are Cabellero and Carmencita, the famous characters from Carosello, in an oversized version. At the end of the visit is the dreamlike space of Universo, a multimedia immersion and, to end on a sweet note, it is possible to try out a special coffee mousse recipe.