LAVAZZA: AN UNUSUAL FLIRT BETWEEN COFFEE AN MUSIC
* The new Lavazza 2010 calendar with Myles Aldridge’s photographs was presented during a glittering show
Turin - Sofia
The famous coffee company Lavazza amazed world business and cultural society by launching the 18th edition of the Lavazza calendar on October 15, 2009. This time Turin was chosen – the town where world famous brand head quarter is based. True to the tradition, organizers pu an accent on cultural values from the life of the Italian people and especially on one of their most privileged passions – music. This unusual flirt stimulated the imagination of all teams and there is a great result - a remarkable piece of art, which fascinates souls and gives am impulse of emotions, by adding a sense of speciality in the everyday living of millions of people around the world. „Fashion Lifestyle Magazine” was invited to cover the event. We offer you press information about the event and you can read more in our next issue.
The new calendar was launched on a special press conference with hundreds of journalists at Palazzo Madama castle. The Lavazza 2010 calendar features photographs of the famous British fashion photographer Myles Aldridge who mixes photography an music to create a fest of Italian culture. “This project is somehow connected to Felini”, Aldridge says while working with six supermodels to produce seven bright, colourful and provocative images for Lavazza 2010 calendar. For the first time in Lavazza calendar history, the brand decided to give some music taste. For its 18th edition Lavazza chose six Italian classic songs and arias which show different sides of the Italian culture such as talent, positivism and style. The images of the Lavazza 2010 calendar reproduce Italian classical music such as "Nessun Dorma" and "O Sole Mio" as well as Giuseppe Verdi’s "Va’ Pensiero", Fred Buscaglione’s "Guarda che Luna" the world faous hit of Sarah Brightman and Andrea Bocelli Time to Say Goodbye - "Con Te Partirò" in Italian and "Baciami Piccina".
Bianca Balti, Lydia Hearst, Georgia Frost, Daisy Lowe, Alexandra Tomlinson and Alek Alexeyeva are photographer’s inspiration and are part of the interpretation of the six Italian arias. Keeping his famous style ‘Futuretrò’ with the abundant, almost abstract use of colours, Aldridge transforms Italian movie studios Cinecittà in Rome and turns them into a fantastic wonderland to ensure a set for the Lavazza 2010 calendar. Aldridge says that the set invoked memories about Italian movies such as La Dolce Vita and La Strada. In Cinecittà Ben-Hur movie was shot as well.
Anthony Hegarty from the pop-gropum „Anthony and the Johnsons” made a contemporary interpretation on the popular aria Nessun Dorma" from Puccini’s “Turandot” which is also part of the video, presenting the Lavazza 2010 calendar.
Francesca Lavazza – corporate imafe manager of Lavazza and a fond art admirer said: “After we commented the topic of the calendar, the choice of Myles was natural. We were looking for a photograph who uses his stule and eyes to catch not only the joy but also the genius of the Italian music”. And she added: “As always we were not worried at all about the nationality of the photographer because art as well as coffee speak the same language”.
Photos:
1 - 7. The Lavazza 2010 calendar.
Photo: © Miles Aldridge
8. Some of the models, part of the images in the new calendar, posing during the launching event at Palazzo Madama - Turin.
Photo: © Lubomir Stoykov
9. „Lumiq Studios” in Turin: prof. Lubomir Stoykov with photographer Myles Aldridge and some of the topmodels..
Photo: © Personal archive of Lubomir Stoykov.
VIDEO:
Official launching of Lavazza 2010 calendar in Turin – Part I
Official launching of Lavazza 2010 calendar in Turin – Part II
Official launching of Lavazza 2010 calendar in Turin – Part III
Official launching of Lavazza 2010 calendar in Turin – Part IV
2010 Lavazza Calendar Making Of
Read: 9529 times © Fashion Lifestyle Magazine, issue 27, November 2009
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