Coffee Lavazza Presents Tablì – A 100% Coffee Innovation at Milan Design Week 2025
At Milan Design Week 2025, Lavazza Group has unveiled a major innovation in coffee culture with Tablì, a revolutionary coffee system that redefines how coffee is experienced, both technically and emotionally. Presented through a striking and immersive installation titled Source of Pleasure, created in collaboration with renowned Brazilian architect and designer Juliana Lima Vasconcellos, this project marks a turning point for the 130-year-old brand and the coffee industry at large.
The Tablì system, revealed to the public at one of the world’s most influential design events, is an entirely new way to consume coffee—a system built around a groundbreaking concept: the 100% coffee tab. This innovation is the result of five years of intensive research, development, and design refinement, culminating in a product protected by more than 15 patents. Lavazza’s Tablì introduces a completely new format to the single-serve coffee segment, offering a sensory journey unlike anything currently available in the market.
At its core, Tablì is both simple and profound: a compact, pure tab paired with a specially engineered delivery machine. Together, they unlock a refined, full-bodied flavor and aromatic intensity, ensuring that every cup delivers the true essence of. This unique combination reimagines the act of drinking coffee into a rich, layered experience that engages all five senses.
According to Carlo Colpo, Marketing Communication and Brand Home Director for Lavazza Group, this launch is not merely about introducing a new product, but about elevating coffee to a form of art and personal expression. “Constant challenges and the quest for innovation have always driven the Group in its continuous improvement of the product offering,” Colpo explained. “In today’s competitive and ever-evolving market, we aim to meet consumers’ shifting needs by creating experiences that transcend the ordinary. Tablì represents a milestone for Lavazza—a bold step into the future of coffee, and a symbol of our relentless pursuit of excellence.”
The unveiling of Tablì was carefully orchestrated to coincide with Milan Design Week, a globally recognized event that celebrates the best in contemporary design, architecture, and lifestyle innovation. In this context, Lavazza’s decision to create an immersive, large-scale installation alongside Juliana Lima Vasconcellos is a testament to its commitment to beauty, culture, and craftsmanship.
The Source of Pleasure installation is situated in the majestic courtyard of Palazzo del Senato, the historic seat of the Milan State Archives. Open to the public from April 6 to April 13, the installation offers a multi-sensory journey that blends tradition with modernity, and nature with design. Vasconcellos, known for her organic, nature-inspired aesthetic and ability to create harmonious, contemplative environments, brought a unique vision to the project.
“As a Brazilian, is not just a beverage—it’s a deep-rooted ritual, a source of energy, and a moment of introspection,” said Vasconcellos. “This installation was conceived to honor those experiences. We designed a space that encourages reflection, pleasure, and discovery, while preserving the purity and tactile beauty of materials and forms.”
The layout of the installation unfolds in three distinct stages, symbolically and physically guiding visitors through a holistic journey into the universe of Tablì. The design is anchored in the shape of the circle—chosen for its symbolism of unity, wholeness, and the sacred. This circular motif resonates throughout the installation’s 18-meter diameter, drawing visitors inward and upward in a symbolic ascent into the heart of coffee.
The first stage of the journey is a darkened, enveloping tunnel that isolates visitors from external stimuli and directs their attention inward. Inside, the air is filled with subtle coffee aromas, and the textures of the tunnel walls respond to touch. Soft ambient sounds echo throughout the space, creating a hypnotic rhythm that mimics the act of brewing. It is a sensorial decompression chamber, where each visitor is slowly immersed in the world of Lavazza.
Next, visitors arrive at a central chamber featuring a sculptural fountain—a celebration of water as the elemental force behind every coffee experience. The movement of the water is designed to evoke tranquility and renewal, symbolizing the natural origins of coffee and its life-giving power. This is the heart of the Source of Pleasure, both in concept and in spatial design.
Finally, guests emerge into a luminous lounge space, bathed in pale, creamy hues and soft lighting. This area represents the culmination of the experience—a serene, modern setting where the Tablì system is presented in all its minimalist elegance. Visitors are invited to taste Lavazza’s newest creation and witness how the simple act of brewing and drinking coffee can be transformed into a meditative and emotionally rich ritual.
This final space encapsulates the vision of Tablì: to offer a coffee experience that is both contemporary and deeply rooted in tradition, cutting-edge yet grounded in natural simplicity. In a world increasingly dominated by convenience and speed, Lavazza offers a counterpoint—an invitation to slow down, to savor, and to reconnect with the pleasure of the moment.
Since its founding in Turin in 1895, Lavazza has stood for quality, innovation, and the art of Italian coffee-making. With Tablì, the brand takes a bold leap into the future while honoring its heritage. This launch marks a new chapter in its global journey, reaffirming Lavazza’s place at the forefront of coffee innovation and cultural expression.
Tablì is not just a product; it is a symbol of what coffee can become—a lifestyle, an art form, a daily celebration of flavor, creativity, and design. With this debut, Lavazza invites coffee lovers everywhere to experience the next evolution in coffee, one tab at a time.
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