Lavazza strengthened its presence in the region’s lifestyle and experiential landscape through its role as one of the main sponsors of the 1000 Miglia UAE Edition, a luxurious classic motoring event originating from a historic Italian rally. This collaboration seamlessly blended Lavazza’s own Italian legacy with the event’s prestige, elevating the experience on the ground through two dedicated activations within the event’s VIP Lounges.
These lounges served as touchpoints for guests to enjoy a curated Lavazza coffee offering that reflected the brand’s deep Italian heritage, craftsmanship, and commitment to premium quality. As part of the activation, Lavazza presented its newest blend launched in the UAE market, La Reserva de ¡Tierra! Cuba, prepared through a selection of classic Italian espresso serves as well as bespoke coffee-tails, bringing a contemporary twist to the brand’s longstanding Italian coffee artistry.
By integrating into an event that celebrates culture, design, heritage and excellence, Lavazza successfully aligned its values with an iconic international format, that taps into Italian roots and resonates strongly in the region. The partnership provided an opportunity to showcase Lavazza’s experiential approach and reinforce its positioning within high-profile environments that connect with both lifestyle and hospitality audiences.