There is no place more democratic than a bar. The bar belongs to everyone and also to no one. The bar is at dawn and also at dusk. The bar is for a few minutes and also for whole hours. The bar is for sport and also for business. The bar is in company and also alone. The café is standing and also sitting. But above all, the bar is coffee, and we Italians know this well.
It is precisely this being universal and unique at the same time, being a bit of everything and a bit of nothing, that inspired the theme of the Lavazza Calendar 2023.
After the 2021 Calendar, which invited us to imagine a new humanity at a time of uncertainties and fears, and the 2022 edition, curated by Emmanuel Lubezki and dedicated to the importance of preserving the Planet in order to change the future, this year Lavazza invites openness and emphasises the value of difference as a collective richness.
This desire has been encapsulated in YES! we’re OPEN, a concept that is linked on the one hand to the reopening of bars around the world after the pandemic and on the other to the openness that we as people must have towards those we meet.
“With this new artistic project, Lavazza wants to interpret and promote important messages related to diversity and inclusion, and it does so by starting from its origins, from the base: coffee, which has always been synonymous with socialising, as well as the many places that serve it,” commented Francesca Lavazza, Board Member of the Lavazza Group.

This concept was transformed into images by Alex Prager, a Los Angeles-based photographer and filmmaker, who encapsulated the complex and layered world of the café in 12 shots. In addition to the cup, the common thread is the unmistakable style of her photographs: a post-pop taste that blends with almost surreal atmospheres that seem to have come straight out of 1950s Hollywood. Moreover, among the protagonists of the shots we find Levante, who has always been sensitive to the theme of differences and capable of combining commitment and grit with poetry.

But the YES! we’re OPEN project goes far beyond the Lavazza Calendar 2023. On the occasion of its launch, which took place yesterday evening at the Triennale, the book of the same name edited by Fabio Novembre was presented. The book is presented as a journey around the world to celebrate the Group’s ten years of commitment to environmental and social sustainability. A way to rediscover the stories of the protagonists of the last 10 calendars, told by Mario Calabresi and illustrated by Emilio Isgrò.

Once again, through an artistic project curated down to the smallest detail, Lavazza invites us to improve ourselves, showing us how sometimes a place as commonplace as the coffee shop can inspire us to be better people.



