Florian Seidl is Lavazza’s design manager. He’s living and working in Turin, where he has set up a compact, but very talented in-house team from scratch. In that function, he is responsible for the corporate design of Lavazza. This ranges from domestic coffee and espresso machines to professional office machines and vending solutions, tableware, accessories, and their packaging. The team is handling most of the design related activities in-house but also collaborates with external studios and agencies. Numerous products designed for Lavazza are already on the market and have won several important design awards. During the last few years Florian Seidl helped to firmly position Lavazza on the map of modern Italian Design, making sure it’s approach and design are communicated properly on a national and international level.