MADGI completes US HQ for LaVazza Coffee

January 06, 2015

BY: Roast Magazine

Lavazza Unveils U.S. Headquarters and Showroom in Lower Manhattan

Italian coffee giant Lavazza has opened its 15,000-square-foot U.S. headquarters and showroom, occupying the entire 27th floor of the historic skyscraper at 120 Wall Street in Lower Manhattan.

The interior includes a 700-square-foot showroom in the Southeast corner, a 400-square-foot main conference room adjacent to the showroom, a 200-square-foot meeting room, two 350-square-foot executive offices, a reception area with a lounge section, a 200-square-foot cafeteria and and open workspace area. It will house some 35 Lavazza U.S. employees.

New York-based firm of Montroy Andersen DeMarco (MADGI) Turin, Italy-based studio aCd architetti led the design, with hopes to reflect the brand’s European design roots in bright, functional workspaces with active public elements.

“Our project team took Lavazza’s material and design concepts, developed in Italy by our colleagues at studio aCd architetti, and then executed these ideas to create a European-flavored, but very American, high-energy office with open work spaces, glazed meeting rooms, and breathtaking views of Manhattan and the surrounding waterways,” says MADGI Principal Steven Andersen.

The showroom is the most public of the interior spaces, and MADGI says it was designed to “emulate an almost home-like atmosphere,” including white display cases for coffee-making equipment, books, and promotional items, The room is defined by a hardwood floor in contrasting natural wood and dark espresso stains, and two narrow white countertops that serve as meeting and display tables.

Lavazza is investing the United States — along with Germany, France and the UK — as a prime market for development outside its home turf Italy. The company has been growing in virtually all segments of U.S. specialty coffee, including packaged retail, K-cups, wholesale accounts and the development of its retail shop concept, called Lavazza Expression. The company last year unveiled its “Buongiorno” advertising campaign throughout several major cities in the U.S. and Canada.

The United States became Lavazza’s second biggest market by sales volume behind Italy in 2013.