Lavazza expands collaboration with Solomon R. Guggenheim Foundation through new exhibition

Photo credit: Lavazza

Photo credit: Lavazza

Lavazza supports a new exhibition at Solomon R. Guggenheim Museum as part of an ongoing commitment to arts and culture worldwide. The exhibition titled, "Artistic License: Six Takes on the Guggenheim Collection," is the first-ever artist-curated exhibition featured at the museum, coinciding with the 60th anniversary of the Guggenheim's iconic Frank Lloyd Wright-designed building. The exhibition will be open to the public until January 12, 2020.

The presentation celebrates the Guggenheim's extensive collection of twentieth-century modern and contemporary art, with works selected by six contemporary artists, all of whom have previously had solo shows at the museum. Support of Artistic License provides Lavazza with yet another opportunity to continue to drive arts and culture projects worldwide, which has been a brand tradition for more than 25 years. This marks the sixth exhibition supported by Lavazza at the iconic Guggenheim Museum in New York in six years.

Lavazza and the Guggenheim share a commitment to building new communities that connect people, ideas and experiences. For Lavazza, this project represents not only a progressive and crucial step towards supporting and enhancing arts and culture, but also a reaffirmation of our role as ambassadors of creativity, innovation and sharing.
— Francesca Lavazza, fourth-generation member of the family at the helm of the company

In addition to supporting the art exhibitions in the museum, Lavazza has a presence in the Guggenheim's café and, in the Museum's acclaimed restaurant, The Wright, providing visitors with an authentic Italian coffee experience. 

Lavazza's sponsorship of the Guggenheim began in 2014 with the support of the exhibition Italian Futurism, 1909–1944: Reconstructing the Universe. Since then, Lavazza has supported five more exhibitions in the New York museum. Francesca Lavazza, was invited to join the Solomon R. Guggenheim Foundation Board of Trustees in 2016. In 2017 Lavazza expanded its commitment to the Guggenheim Foundation by forging a strategic collaboration with the Peggy Guggenheim Collection in Venice.

Lavazza has a rich history of celebrating the arts through various initiatives. In 2018, the brand opened the Lavazza Museum within the new headquarters based in Turin, named Nuvola Lavazza. The immersive space, open to the public, contains multimedia installations that speak about the world of coffee. 

Further, Lavazza has collaborations with leading art museums that include: Guggenheim Museum in New York (USA), Peggy Guggenheim Collection (Venice), Musei Civici Veneziani in Venice (Italy) and State Hermitage Museum in Saint Petersburg (Russia). Lavazza also supports the Museum of Cultures in Milan, the Merz Foundation, Camera (Italian Center for Photography) and Circolo dei Lettori in Turin. The annual Lavazza Calendar, a visual representation of Lavazza's passion for art, has been shot by the likes of Platon, Helmut Newton, Annie Leibovitz, David LaChapelle and Steve McCurry among others.

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