Monday, May 19, 2008

Lavazza will launch its new Espression cafes in America this fall. First stop: Chicago

Lavazza, Italy's leading coffee company, has created a new cafe concept, Espression, which will have its American launch in Chicago this fall. Click the links to get a sneak peak of these amazing cafes.

There are several Espression cafes already operating in Europe and they reflect Lavazza's extraordinary flair for design. The cafes recently won the Grand Award for Restaurant Design at the A.R.E. Design Awards, sponsored by the Association for Retail Environments.

The name "Espression" refers to espresso, the signature Lavazza product and also Lavazza's popular tagline, "Espress Yourself." Espression features a youthful, eclectic and contemporary design that glows with creativity, vitality and a touch of glamour.

The ambience juxtaposes a number of seemingly contrasting elements in such a way that they actually live side by side in harmony. The traditional materials used evoke Italian design history, but they are designed with a strikingly modern look and feel. The mood is vibrant throughout and the space interacts with people, gaining their attention while stirring their emotions.

The scribble graphic style chosen for the backgrounds represents Espression's recurring visual theme. The "eclectic Italian nature" was taken as the central element for the aesthetic definition. Old traditional stereotypes were put aside in order to bring to the surface a truer and more modern way of being Italian.

Lavazza teamed with world-renowned consulting chefs Ferran AdriĆ  and Moreno Cedroni to develop the menu ideas. The menu is highly creative and its exclusive offerings, including food and original espresso and gelato beverage creations, are designed with a nod toward the best in contemporary cuisine. A majority of the breads, croissants, muffins and cookies are baked fresh on site daily. Sandwiches and salads are made to order.

Lavazza's unique coffee creations, collectively known as "I Piaceri del Caffe" (The Pleasures of Coffee), are a blend of espresso with gourmet ingredients in unusual and delicious ways. Items such as Espesso, Cappugiro, Espresso Crema Shakerato and the new Espessiones), are served in porcelain or glass.

Espression's design and fixtures are based on a modular approach that works well within hotel, airport, mall or campus settings. The company also signed a Master Licensing Agreement for Espression with Hilton Hotels Corporation. Additional licensing arrangements with other select multi-unit operators are available.

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