The Nuvola Lavazza experience told in a book from the very beginning until its opening to the public

An undertaking in a city that is in turn a community. And the latter which permeates the company, also a community. All in a continuous swapping of experiences, instances, sensations, perspectives, problems and solutions. If you look closely, this is the condition in which all production organisations in fact find themselves in (perhaps unconsciously). For some of these, however, the relationship with their surrounding territory acquires particular meaning, which can be studied in depth because this is useful to everyone. This is the case of Lavazza in Turin. A food company par excellence (which has truly played a really important part of the history of the industry in Italy and across the world), located in a city that has been the paradigm of metalwork for decades, Lavazza decided to renew its presence in Turin, starting with the complete restyling of its headquarters (just a stone’s throw from the location it was founded in more than one hundred years ago). This led to an experiment for the renovation of the relationship between the company and the local community, between production organisation and new urban dialogue requirements. An experiment that has only just begun and that it is well worth observing. And proof of business culture that has also been told through a book.

Nuvola Lavazza – this is the name given to the new company headquarters – was therefore explored with a very different set of eyes. The result is “Nuvola Lavazza. Cultura d’impresa e trasformazioni delle città” (Nuvola Lavazza. Business culture and transformations of the city), written by multiple authors and just recently published. Everything obviously begins with the recently completed construction, which is referred to as more than a building: something that – in the intentions of those who designed and supported it –, becomes a portal that connects the city with the business world, a place that opens up to the community and becomes an authentic resource for the local territory. So not just the executive centre, but also two restaurants, a business museum and a huge event venue where culture can co-exist with innovation to tackle the future with greater awareness. An important challenge, also taking into account the fact that the area in which Lavazza is located is in no way central.

The Nuvola is therefore described from the very beginning (in 2007) of its design to the present day, through the works of Giuseppe Culicchia, Cino Zucchi, Camilla Zanarotti, Ralph Appelbaum, Ferran Adrià, Federico Zanasi, Dante Ferretti, Marco Belpoliti, Carlo Petrini and Matteo Pericoli.
The book is really good as a tale of growing business culture, starting with the past to look to the future, with courage and while taking a few risks. Definitely worth reading.

Nuvola Lavazza. Cultura d’impresa e trasformazioni della città (Business culture and transformations of the city)
et.al.
Minimum Fax, 2018