Lavazza is starting a worldwide photo-scouting initiative aimed at discovering up-and-coming photographic talent. On the occasion of the 20th anniversary of its calendar, Lavazza has decided to celebrate this important event with the involvement of all the fans of the eighth art.
Themes such as Travel and Seduction have been proposed by Lavazza with the creative direction of the Italian designer Fabio Novembre in order to inspire participants to express their creative vein with freedom. A path in which Passion, Madness, Coffee Inspiration and photography experimentation find their maximum expression through images, just as the Lavazza Calendars have done for the past 20 years.
The photographers and fans who embrace the challenge, can participate in the Lavazza talent selection until September 25nd, simply by uploading a maximum of 20 photos in JPEG format through the website http://20calendars.lavazza.com or through the App, 20 Lavazza Calendars, for iPhone/iPod touch, available as a free download from the i-Tunes store. The photos must be 1200 x 1200 pixels.
At the end of September an excellent jury, composed of Francesca Lavazza (Lavazza Group Director of Corporate Image), the photographer Steve McCurry (author of numerous reports) and Fabio Novembre, will select three pictures from all those posted on the site http://20calendars.lavazza.com. The three winning masterpieces will be displayed during the Lavazza Triennale exhibition amid a collection of shoots that have shaped the history of photography and of course of the Lavazza calendar.
It is a very prestigious initiative that will give the three winning photographs the chance to have their creations exhibited next to or amongst the works of such important artists as the photographers behind Lavazza Calendars: Helmut Newton, David LaChapelle, Elliott Erwitt, Annie Leibovitz, Marino Parisotto, Ellen von Unwerth, masters of photography that, since 1993, have contributed to make the Lavazza Calendar famous, transforming it in a cult object.The Lavazza exhibition at the Triennale will be organized by the designer Fabio Novembre and it will give the opportunity, through a creative and evocative setting in the style of the designer, to show the public all the images of the great authors who have participated in the Lavazza calendar over the years.
The three winning photographers will have the opportunity to meet the photographers behind Lavazza Calendars who will participate in the gala event in honor of the launch of the Lavazza Calendar 2012, which will be held at the Triennale on October 12nd, 2011.
To stay on top of the news about the photo scouting you can sign up to the site- http://20calendars.lavazza.com , where you can view the competition rules.
The site, which is divided into subject areas with sections dedicated to the photo scouting and exhibition, celebrates the 19 editions of the calendar with pictures and backstage videos available to all those who would like to be inspired from them or just to satisfy their own curiosity, furthermore, with Google Maps, it will be possible to find out the place where each photo was taken.
The simplified dynamic participation in the competition and the particular challenges of the summer period to take photographs, are elements that make the Lavazza project more interesting and available to everyone. This is a trip into the past and future history of photography dedicated to Lavazza.
Luigi Lavazza S.p.A.
Established in Turin in 1895, and owned by the Lavazza family for four generations, Lavazza is currently one of the world’s top coffee roasters, leading the Italian coffee retail market with a 48 per cent market share (by value; source: Nielsen) and operating in over 90 countries through 11 subsidiaries, numerous distributors and direct production facilities located, not only in Italy, but also in India and Brazil. The company serves both the in home and away from home markets (Foodservice and Vending) as well as the Coffee Shop Business, and ended 2010 with forecast of sales of over €1.1 billion and a workforce of over 4,000 worldwide employees.
Lavazza in India:
LAVAZZA is synonymous with coffee internationally. It is the true hallmark of Italian coffee and has been responsible for spreading the aroma of espresso coffee around the world for over a century. The popularity of the unique taste of its products comes from the strength of the experience, the use of the finest raw materials and advanced technological resources. Together with espresso, the symbol of the company’s corporate culture, it offers a complete range of products to suit all palates, consumer habits and coffee preparation methods. It is the true symbol of Italian espresso coffee and the associated Italian identity worldwide.
Lavazza entered India by acquiring Barista Coffee Company Limited and Fresh & Honest Café Limited, India’s leading coffee, vending and retailing, company in 2007. Luigi Lavazza S.p.A., with its origins back in 1895, is an international coffee powerhouse, synonymous with all things Italian – creativity, art, passion and of course espresso coffee. The brand is one of the most important coffee roasters in the world, enjoys a market share of 48% share in the Italian retail market (value, source: Nielsen) and operates in over 90 countries, in the Home and Away-from-Home sectors (Foodservice, Vending and Cafes). In 2010 sales exceeded USD 1.4 billion.
Today it has consolidated its presence in the retail branded coffee, café products as well as in the coffee machines segment and has become a leading player in the country. Lavazza has a strong international presence in the espresso coffee capsule systems, directed towards the commercial and retail consumers through hugely successful products such as Lavazza BLUE and A Modo Mio.
