Small Format Retail
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Lavazza is the fourth largest coffee company in the world, founded in 1895 by Luigi Lavazza. The Italian company is still controlled by the Lavazza family who take great pride in their tradition of producing the finest coffee. Working with a company with such strong brand identity provided both a challenge and an opportunity. Furthermore, the coffee culture in Italy and the US are quite different. Maintaining the authenticity of Lavazza, but also providing a product that could be embraced by the US market, was a primary goal of the MVG/Lavazza partnership.
After an initial presentation Turin, MVG took a fast-track approach to produce and present two design concepts for final approval. One concept was the "Frame" and the other was the "Curve". A complete presentation demonstrating how the designs could promote and enhance the brand while providing a satisfying customer experience was shown to the Lavazza board in Turin. After some debate the Curve option was selected to be the developed for the initial test market.
Key features of the design include:
1) Easily scalable designs for one-sided, two-sided units at 50 percent, 75 percent and full-scale units
2) Distinctive curved wrap combined with simple box structure for efficient production, shipping and foot-print
3) Interior layout allows for maximum production while keeping the customer and server in close proximity
The design team was pivotal in demonstrating how a new concept could be successfully applied to a traditional product/service. Design worked comprehensively from conceptual development through design, manufacturing, real estate/leasing, permitting, shipping and installation. The Lavazza test-market unit won an award from DBIA for best design under $5 million (the first unit was manufactured for $215k) . The concept and the design has been considered highly successful.