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Black Card (home) < Black Card Feature 15 < Lavazza, the ‘Italian Espresso Experience’

October 21st, 2008

Lavazza, the ‘Italian Espresso Experience’

Italy’s favourite coffee, Lavazza, has unveiled the 17th edition of its iconic calendar, shot by renowned celebrity photographer, Annie Leibovitz.

Well known for her celebrity portraits, Leibovitz has created six images exploring ‘The Italian Espresso Experience.’ Each image explores ‘Italianity,’ and its influence on art, cinema, history and culture. The images not only feature some of Italy’s most well-known icons and landmarks, but also Italian supermodel Electta Rossellini Wiedemann, daughter of Isabella Rossellini. Through the photos that make up this calendar, Annie Leibovitz reminds us that the real irony lies in not taking anything too seriously. The small details in the background are put there to remind us that even the most perfect shot is just a representation of reality.

This year’s campaign theme also encapsulates Lavazza’s authentic Italian heritage, highlighting its unique positioning as Italy’s favourite coffee. The style of the calendar, “The Italian Espresso Experience”, is unmistakably Lavazza, refined and elegant, with a hint of romance, a fil rouge, in every image.

hd_genio.jpgWhen asked what it was like to try her hand at the Lavazza calendar, Annie Leibovitz replied: “The Lavazza calendar has a rich and varied tradition and is an ideal opportunity to use your imagination. The creative concept I wanted to express is clearly evident in the production process and in the various paths which have all led to the creation of these iconic images. And, during the shooting, we never stopped drinking Lavazza coffee”.

Black Card readers can find further information on the calendar at www.lavazza2009.com


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