Lavazza Museum
Photo: Own work — CC BY-SA 4.0, via Wikimedia Commons
The Lavazza Museum in Turin offers a multisensory journey through the company’s 120-year history and the coffee production process, featuring five themed areas.
Planning your visit
The Lavazza Museum sits inside the company's Turin headquarters, in a complex built over a fourth-century early Christian basilica discovered during construction and preserved beneath the building. The museum covers 120 years of the firm, founded in Turin in 1895, and the wider story of coffee: cultivation, roasting, blending and the specifically Italian rituals that grew around espresso.
Five themed areas run through it, using multimedia and sensory installations — aroma stations, sound, projection — rather than object cases. The advertising section is the most enjoyable: Lavazza's twentieth-century campaigns, the Carosello television spots and the annual calendars shot by major photographers, form a compressed history of Italian commercial imagery.
Turin is the appropriate city. It is the home of Italian coffee culture and of bicerin, the layered coffee-chocolate-cream drink, and the historic cafés along its arcades are part of the same story.
Bookable options include skip-the-line private tours and combined formats bundling museum entry with 24 or 48-hour hop-on hop-off bus passes. Current availability is shown below.
Before you book
Where is Lavazza Museum?
Lavazza Museum is in Turin, Italy. The map on this page marks its exact location.
Do I need to book Lavazza Museum in advance?
Skip-the-line entry is worth booking ahead here: the saving is the queue, which is exactly what sells out.
