In a recent design module developed in collaboration with Lavazza, students from the Master in Product Design at SPD Scuola Politecnica di Design explored the future of Italian coffee culture through individual design investigations. Each student was asked to reflect on the rituals of coffee preparation and consumption, envisioning new possibilities for both domestic and professional contexts.
Reimagining Rituals
The brief challenged students to design an innovative and credible espresso or coffee machine, while also imagining a set of complementary accessories. Their proposals focused on evolving user needs and emerging trends, from changing home habits to flexible workspaces, with an eye toward sustainability, inclusivity, and multisensory experience.
Grounded in Research and Brand Identity
The project began with a thorough exploration of Lavazza’s legacy and identity. Founded in Turin in 1895, Lavazza pioneered the art of the coffee blend and has grown into one of the world’s most respected coffee brands, present in over 140 countries. Students examined the company’s design language, product range, and values in order to create projects that felt both forward-thinking and aligned with Lavazza’s heritage.
From Scenario to Experience
Each student developed their own detailed context scenario to define the target market, environment, and user experience. These narratives drove the architecture of the product, its features, layout, and interaction logic. The design outcomes reflected diverse interpretations from machines tailored for the modern home to concepts that enhance shared rituals in communal or professional spaces.
Design Development and Prototyping
Working individually, students translated their concepts into tangible proposals through sketches, 3D modeling, technical layouts, and CMF studies. They also created mock-ups and presentations to support the storytelling around their designs and demonstrate how each proposal could become part of a renewed coffee experience.
Insights and Impact
The collaboration with Lavazza gave students a valuable opportunity to engage with a real-world brand brief and address complex design questions. They learned how to integrate user research, brand analysis, and technical development into cohesive, emotionally engaging products. Most importantly, they were invited to rethink a daily ritual through design, creating personal, imaginative responses that celebrate both tradition and transformation.