Inside Lavazza Dolce Vita at Wilderness festival

Agency Amplify created a space for coffee brand Lavazza at this year's Wilderness festival, based around a Dolce Vita theme focusing on the authentic Italian heritage of the brand.


One side of the space featured a Lavazza coffee shop where festival-goers were able to come and purchase their favourite coffee made by experienced baristas, while the other was used as an intimate workshop space. 

This enabled Lavazza coffee experts to take customers through a journey of coffee, focusing on its origins and how it is made. They were able to taste different coffees and match each to a range of tastes and flavous such as chocolate or liqueur, providing a full sensory experience.

Lavazza also hosted an espresso martini workshop and a Green & Blacks mocha workshop, while oat drinks brand Oatly also provided one of their baristas to show off some 'latte art' in the workshops. The space featured a terrace where people could enjoy their coffee on comfy seating.

In the evenings, the workshop bar was turned into an espresso martini cocktail bar where customers could relax listening to the resident DJ. Outside of the Dolce Vita space, Lavazza also had two tricycles providing free coffee to people in the campsites every morning. 

Amplify says the feedback was fantastic, with the workshops proving popular and oversubscribed, while the interior of the space being compared to that at Shoreditch House.

Other brands activating at this year's Wilderness include San Pellegrino, with an Italian vibe-themed pop-up bar and and an Art Deco retreat from Laurent-Perrier

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