Lavazza Assoluta
From bean to cup, the full flavour of coffee.
Lavazza, one of the world’s leading coffee brands, reached out to our Product Design Team to develop a new coffee machine for domestic use.
The goal was to offer consumers a unique solution, capable of combining practicality with the pleasure and aroma that have always defined Lavazza’s way of making coffee.
The new machine was meant to celebrate taste, enhance every stage of preparation, and become a kind of everyday companion — a “magic box” that transforms a simple gesture into a meaningful ritual.
In close collaboration with Lavazza’s design team, the project aligned around a single strategic choice: elevating grinding as the core of the experience.
A focused gesture that unlocks aroma and brings a more intentional relationship with coffee’s craft.
The form of Assoluta reinforces this idea, drawing from Lavazza’s distinctive design language. Its soft, curved lines recall the distinctive “U” shape found in many of the brand’s machines, visually connecting the new product to Lavazza’s identity.
The position of the logo and the space for the cup define a clear, recognizable area of interaction between the user and the machine — a moment where brand and experience meet naturally.
Pouring the beans, focusing on the grinding experience— each step is part of a familiar rhythm and becomes concrete through the design choices behind Assoluta: the new Lavazza’s coffee machine.
The process — contained within the compactness of a domestic machine — is emphasized through the transparent grinder and the subtle light ring that comes to life during use.
Nothing is hidden: the process is visible, the desire for coffee is direct, genuine, Italian, like when liftting the lid of the moka pot to check if the coffee is rising.
“Assoluta marks our first step into the bean‑to‑cup category, and Design Group Italia played a key role as a partner during the early creative phase. Together, we were able to strategically define the product’s form language and user experience. Shaping a product that is both a natural extension of our product portfolio and also unique in the segment.”
Florian Seidl
Design Manager Lavazza
Assoluta status light system
“The challenge was to design an entirely new machine while staying true to Lavazza’s legacy and established product design language. The bean‑to‑cup essence is conveyed through a transparent, clearly readable grinder that defines the product’s core, paired with a brewing head featuring subtle cues inspired by the shape of a coffee bean.”
Pasquale Cirulli
Design Manager – Design Group Italia
The design of Assoluta was made possible through a close and constant collaboration with Lavazza’s team, who were involved in every phase of the project.
Together we shaped the machine until it reached the balance we were looking for, a design that expresses both the soul of Lavazza and the pleasure of making the best coffee and cappuccino at home.
About the project
Client
Lavazza S.p.A.
Year
2025
Industry