Wednesday, 25 October, 2018
I’m continually surprised by the amount of history in this underrated and ‘invisible’ spot in Italy. Sure, there’s the Roman origins, but it goes on through its royal presence, its significance in the unification of the country, its entry into industry with chocolate, coffee, and automobiles, and its love affair with innovation.
Innovation is a strange word in Italy, where things seem set in stone. ‘We always do this.’ Tradition is everywhere. I see the people dancing, listen to the Klezmer-like songs at Balon, watch the pageantry of the markets, eat the food that’s been the same for centuries and tastes the same wherever I go. Sometimes it feels quite stiff. And yet there’s also a passion to come up with something new. Maybe this is why Turin has been so immersed in industry – to produce and develop things that led the way.
I’ve watched them building the new Lavazza headquarters over a few years. The company has always been in this area of town, so it made sense that they’d stay more or less put and create the ‘Cloud’ complex. The way it’s all put together, you can really feel the pride. Finally on Wednesday I made the time to go to the museum inside the complex.
So far, Turin museums have been formal and old fashioned. I’ve not felt the need to linger. Even in the Egyptian museum last year it was the size and not the contents that kept me there so long. The Lavazza museum is quite the opposite. Apart from the Ontario Science Centre, which broke away from the traditional when it opened, I haven’t been as immersed or impressed. It’s innovative and so it seems was Luigi Lavazza, the founder. Continue reading “Lavazza – Museo”