This week, I had the pleasure along with DTM’s team to attend the iconic Italian coffee brand, Lavazza partnered with Casa Magazine in the West Village to bring the energy of the US Open to downtown New York City. Celebrating its 10th year as the official coffee sponsor of the US Open and its 130th anniversary as a company, Lavazza hosted an immersive pop-up with specialty coffee drinks, culture-driven activations, and a nod to its Italian heritage.

“One of the coolest surprises of the day, Lavazza recreated our Mario Cantone cover in latte art. Seeing the DOWNTOWN issue come to life in foam was unforgettable.

 

 

I sat down with Daniele Foti, VP of Marketing for Lavazza North America team to talk about the event, the brand’s deep history, and how Lavazza is weaving coffee into culture across the U.S:

DOWNTOWN: We’re here at Casa Magazine in the West Village with Lavazza. First things first, am I pronouncing it right? I say La-vah-zah in the American way.

Daniele Foti (Lavazza): [laughs] You’re close! Our team pronounces it Lah-VAHTS-ah,  with that Italian flair.

DOWNTOWN: Good to know. So, tell me, what’s happening here today?

DF: We’re celebrating our 10th year as an official sponsor of the US Open. Not everyone can make it out to Queens for the matches, so we wanted to bring a little bit of that Open energy right into downtown New York. Partnering with Casa Magazine was a natural fit, and this pop-up lets people walking by stop, grab a specialty coffee drink, and get a taste of what we’re doing at the tournament.

DOWNTOWN: And Lavazza is at the Open every year?

DF: Yes, every year for the past decade.

DOWNTOWN: Tell me about Lavazza’s place in the U.S. coffee scene. How big is the brand here?

DF: Lavazza is one of the top coffee brands in the United States. We compete directly with the biggest names out there. What sets us apart is how we show up in culture, not just coffee shops or grocery aisles.

DOWNTOWN: Meaning?

DF: You’ll see us woven into entertainment and lifestyle spaces. Beyond the US Open, we’ve worked with America’s Got Talent, TIFF, the Spirit Awards… We’re constantly finding ways to pop up in culture, to meet people where they are, and be part of what’s trending.

DOWNTOWN: And who do you feel your audience is?

DF: Honestly, everyone. Here in the West Village today, we’re seeing younger professionals coming from work, stopping by for a coffee. But it’s not just that. My grandmother, she’s 100% Italian, is obsessed with Lavazza. Every time I bring her coffee, it makes her so happy. That’s the beauty of it: whether it’s a college student, a busy New Yorker, or someone from the older Italian generation, they all find something in Lavazza

DOWNTOWN: That’s a pretty wide range. And how long has Lavazza been around?

DF: For 130 years.

DOWNTOWN: Incredible. We’ll save the deep dive for another time, but I’d love to hear the full history later.

DF: Absolutely. Daniele on our team is the expert, he can give you the full story of the brand, from our founding in Turin, Italy, to today.

DOWNTOWN: Turin! I know so many Italian brands start in these small villages and grow into something global. Is Lavazza’s story similar?

DF: Very much so. Turin is still where our headquarters are and where much of our team is based. But we’ve grown internationally, too, our U.S. headquarters are in Westchester, with an additional office on Wall Street. We’re proudly global, but our Italian roots remain strong.

DOWNTOWN: And why Casa Magazine?

DF: Casa is one of New York’s oldest magazines, and this partnership felt like a beautiful match, celebrating our 130th anniversary while supporting a historic New York brand. This pop-up is about history, culture, and bringing people together.

DOWNTOWN: Perfect. Thank you so much for having us, and for bringing a taste of the Open to downtown New York.

DF: Thank you! We’re so happy to share it with you.

 

 

 

 

Their story started in 1895, when Luigi Lavazza opened the first Lavazza store in via San Tommaso in Turin. 

He was a man with great initiative, inventiveness, and passion for his work.

Luigi discovered the different origins and characteristics of a variety of coffee beans and studied the art of blending them to satisfy the tastes of his customers. Then, thanks to a trip to Brazil, he was able to see the potential of the beverage in an era of great change.

 

 

 

The Lavazza coffee we drink today is the result of a combination, created by Luigi, of coffee beans from different parts of the world. As his business flourished, Luigi founded Luigi Lavazza SpA in 1927.

 

A big thank you to Moira O’Brian, from Autumn Communications, Casa Magazine, as well as DTM team members Dr. Laura Zentgraf Director of AI, Cade Callan, Sr. Editor, Riya Duddi and to Grace Friedman for joining us!