Lavazza Infinity Experience – A unique journey to discover the true Italian espresso.

  • Clients: Louder Italy - Lavazza
  • Event: Nitto ATP Finals
  • Location: Piazza San Carlo, Torino


The Nitto ATP Finals took place in Turin from 14TH to 21ST November, one of the most important international sporting events of 2021 for tennis fans from all over the world.We’ve got the chance, together with the Lavazza team, VMLY&R and the Lauder Italia team, to create an extraordinary immersive installation to tell the story of Lavazza’s Barista Technology a Modo Mio, driving the public of the Nitto ATP Finals through the rules of true Italian espresso.Through the “infinity mirror” technique, developed in a way never used before, we created an immersive experience capable of transporting visitors on a unique journey to discover the true Italian espresso.All this has been conceived and placed inside a Giant Lavazza a Modo Mio over 5m high and positioned in the iconic Piazza San Carlo, a symbol of Italian excellence in the world.

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* White rabbits included
Abracadabra
Rabbit tail