Italian coffee company Lavazza has unveiled the theme for its 2027 calendar, partnering with three photographers from the Magnum Photos agency. The project captures the experience of coffee culture across three global cities.
The upcoming calendar features photography shot in New York, Lisbon, and Hong Kong. The imagery focuses on the relationship between coffee consumption and these distinct urban environments throughout the 12 months of the year.
Global Coffee Perspectives
The collaboration involves three photographers selected by Magnum Photos, an international cooperative known for its documentary work. Lavazza stated that the calendar aims to explore the ritual of coffee drinking as a universal experience, tailored to the specific rhythms of life in each featured city.
The project highlights the following locations:
- New York, representing a fast-paced urban environment.
- Lisbon, emphasizing European heritage and local traditions.
- Hong Kong, showcasing a blend of modern Asian dynamics.
Lavazza representatives indicated that the selection of Magnum photographers was intended to bring a journalistic quality to the calendar, moving beyond traditional advertising aesthetics to document the social aspects of coffee consumption.
Project Background
Lavazza has produced annual calendars for decades, frequently collaborating with renowned photographers and artists. The company uses these publications to align its brand with contemporary art and cultural narratives. The 2027 edition continues this strategy by focusing on the intersection of travel, photography, and daily consumer habits.
The calendar will be distributed in limited quantities as part of the company’s annual promotional strategy. Further details regarding exhibition dates for the photographs have not been disclosed.
Why it matters: This project highlights the ongoing effort by major food and beverage brands to link their products to cultural and artistic prestige. By utilizing Magnum Photos, Lavazza reinforces its position as a global lifestyle brand rather than a simple commodity provider, appealing to consumers who value the cultural context behind their daily rituals.