This Lavazza Shop Shares Barista-Made Coffee at a Festival
Laura McQuarrie — August 10, 2016 — Marketing
References: lavazza-canada & eventmagazine
In order to help attendees enjoy coffee at a festival, Agency Amplify and coffee brand Lavazza set up shop at this year's Wilderness festival. The coffee shop put a focus on the authentic Italian heritage of the brand and offered a place for festival-goers to purchase coffee made by on-site baristas.
Alongside the shop and cafe space, the Lavazza installation featured a space that was used to showcase latte art and teach workshops on Green & Blacks mocha and espresso martini drinks. In the evenings, the workshop space was transformed into an espresso martini cocktail bar, complete with a DJ.
In order to keep festival-goers fully caffeinated, Lavazza also drove around tricycles that gave away complimentary coffee to people who were stationed at the festival campsites early in the morning.
Alongside the shop and cafe space, the Lavazza installation featured a space that was used to showcase latte art and teach workshops on Green & Blacks mocha and espresso martini drinks. In the evenings, the workshop space was transformed into an espresso martini cocktail bar, complete with a DJ.
In order to keep festival-goers fully caffeinated, Lavazza also drove around tricycles that gave away complimentary coffee to people who were stationed at the festival campsites early in the morning.
Trend Themes
1. Authentic Italian Experience - Opportunity to create immersive experiences that focus on a brand's cultural heritage at festivals.
2. Barista-made Coffee On-the-go - Opportunity to offer high-quality barista-made coffee through mobile cafes or pop-up shops at festivals.
3. Coffee Workshops and Education - Opportunity to engage festival-goers through workshops and demonstrations that educate and entertain.
Industry Implications
1. Event Planning and Management - Opportunity to integrate branded experiences, like coffee shops, into events and festivals.
2. Hospitality and Food Services - Opportunity to offer high-quality coffee experiences to festival-goers through cafes and mobile coffee shops.
3. Branding and Marketing - Opportunity to leverage cultural heritage and immersive experiences to enhance brand awareness and loyalty.
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