6 min

Lavazza and the Peggy Guggenheim collection in Venice

05-05-2017 • Events and sponsorships


Venice, 5th May 2017 – Lavazza is delighted to announce a recurring collaboration with the Peggy Guggenheim Collection in Venice, an example of the company’s commitment to promoting artistic and cultural excellence the world over. This strategic link continues the path embarked on this year when the “Visionaries: Creating a Modern Guggenheim” was launched. Lavazza sponsored this extraordinary exhibition - currently being exhibited at the Guggenheim in New York - for the 80th anniversary of the Solomon R. Guggenheim Foundation.



Lavazza with the Foundation have a long-standing collaboration: Lavazza has been the Global Partner of the New York Guggenheim since 2014. To date, the company has supported four important exhibitions, all of which have received rave reviews from international critics and all of which also offer the quality of Lavazza coffee. Coffee was one of the main “supporters” of culture and the first “social media” in history, a symbol of conviviality that promoted the birth and dissemination of ideas and works of art. Lavazza, a world leader in coffee, has chosen to embrace this mission and carry it forward through collaborations, initiatives and great artistic and cultural projects. Since Italy is the birthplace of culture, Lavazza has, by definition of its Italianness, an innate sensibility and interest in art. This predisposition has led the company to collaborate with the best contemporary photographers and to become a spokesperson for unique cultural projects over the years. The new collaboration with the Peggy Guggenheim collection in Venice allows Lavazza to offer an authentic coffee experience inside the museum and to contribute to the creation of important cultural exhibitions.



“I am pleased to announce our new collaboration with the Peggy Guggenheim collection in Venice, an iconic institution founded by a woman who I greatly admired, and who revolutionised the art world” says Francesca Lavazza, Member of the Board of Directors and member of the Board of Trustees of the Solomon R. Guggenheim Foundation since 2016. “It’s a great pleasure for Lavazza to be able to extend our valuable association with the Guggenheim Foundation, which opened its doors in New York in 2014. The most recent collaboration in Venice enabled Lavazza to take another crucial step in its ongoing commitment to arts and culture”, she added. “We are also proud to have supported projects in the world of photography, important cultural institutions and artistic initiatives for over twenty years, contributing to the creation of unique programmes of great interest.”



The first exhibition supported by Lavazza with the Peggy Guggenheim collection is “Mark Tobey: Filament Light”, which will be open to the public from 6th May to 10th September. In the first few weeks, it will run alongside the Venice Biennale. Mark Tobey was awarded the Città di Venezia prize almost 60 years ago, in 1958, at the prestigious exhibition of Contemporary Art of Venice. The most complete and exhaustive retrospective has now been devoted to his work, exploring and re-contextualising a selection of 66 of his paintings. The pioneering contribution this important American artist made to modern art was greatly underestimated in the past.



The connection with the city of Venice has also been strengthened through the partnership, founded in 2015, with the Fondazione Musei Civici, which supervises and manages some of the most prestigious Venetian institutions. In the context of this collaboration, Lavazza also supported the Museo Fortuny in Venice in setting up a retrospective dedicated to the visionary artist at the Hermitage Museum in St. Petersburg (Russia), with which Lavazza has collaborated since December 2016.




LAVAZZA’s commitment to the promotion of art and culture

Lavazza has a long history of promoting arts and culture; from the first steps made with the revolutionary campaign created by the undisputed Italian genius of advertising, Armando Testa, to the celebration of artistic creativity represented by the Calendar, Lavazza has always distinguished itself as a pioneer of the visual arts. From photography to design through advertising graphics, Lavazza now partners several leading international art museums, including the Guggenheim Museum in New York (USA), the Peggy Guggenheim Collection (Venice), the Fondazione Musei Civici di Venice and the State Hermitage Museum in St. Petersburg (Russia). Lavazza also supports MUDEC (Museum of Culture) in Milan, the Fondazione Merz and Camera (Italian Centre for Photography) in Turin, as well as major international artistic and photographic events. These include the Mia Photo Fair in Milan and the exhibitions of Steve McCurry, who authored a series of photos - taken in Honduras, Peru, Colombia, India, Brazil, Tanzania, Ethiopia and Vietnam - on the ¡Tierra! project. The images take us on a journey through the commercial life of coffee and communicate all the passion and commitment the Fondazione Lavazza has poured into “caficultores” (coffee grower) communities. To top it all, the company has been working with the world’s leading photographers, including Helmut Newton, Annie Leibovitz, David LaChapelle and Thierry Le Gouès, to name but a few, to create Lavazza calendars.