BIG SEE Talks with Seidl Florian, Lavazza’s design manager
Q: Lavazza has a long tradition in coffee. How does the Elogy Barista project reflect the company’s evolution and future vision?
A: Elogy Barista is quite unique and concentrates all our expertise and knowledge in one single product. It was launched only recently and represents our current approach to design and projects our form language into the future.
Q: Is there something in the Elogy Barista experience – physical or emotional – that you’re especially proud of?
A: Tricky to choose only one aspect… I quite like the elegant and well-structured user interface. But maybe also the fact that Elogy Barista integrates our new TRUE CAPP system. With this unique system the user can prepare proper Italian Cappuccino directly in a ceramic cup.
Q: What aspect of Elogy Barista would you love to see become the new normal in coffee culture?
A: Must be the attention to detail and careful choice of materials and finishes. Italian Coffee meets Italian Design.
About the project
Elogy Barista is a compact multi beverage system. Offering the complete package of Italian coffee culture: from small espresso to authentic cappuccino, latte and even hot chocolate.
Designed by Lavazza in Italy, it celebrates its Mediterranean identity with attention to detail, colour, and finishes. The design features a strong main body, dynamic lines, and embossed Lavazza logos. The soft and rounded machine head features a special double spout and a modern, ergonomically angled user interface with a refined chrome ring. Drinks can be personalized with boost functions and required service is indicated with dedicated icons. The big external water tank is easily accessible and is treated as a separate, transparent volume. This helps to visually shorten the appliance and provides immediate visual feedback so users will always know when to refill. The machine is easy to use, with dishwasher-safe removable parts. It includes a patented milk frothing system and a dedicated milk jug. The cup rest has a stainless-steel drip grid and is adjustable in height. Metal accents emphasize main touchpoints, evoking Italian coffee shops. Energy consumption, life cycle assessment, and noise level were key considerations. Recycled plastic is used where possible, maintaining high aesthetics and quality.
A modern and technological design full of personality that brings authentic Italian coffee to every home.
About designer
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
Project
ELOGY BARISTA
Year of Completion:
2025
Location:
Italy
Contacts
Photography:
Lavazza
Edited by:
Blažka Drnovšek
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BIG SEE Talks with Seidl Florian, Lavazza’s design manager
Q: Lavazza has a long tradition in coffee. How does the Elogy Barista project reflect the company’s evolution and future vision?
A: Elogy Barista is quite unique and concentrates all our expertise and knowledge in one single product. It was launched only recently and represents our current approach to design and projects our form language into the future.
Q: Is there something in the Elogy Barista experience – physical or emotional – that you’re especially proud of?
A: Tricky to choose only one aspect… I quite like the elegant and well-structured user interface. But maybe also the fact that Elogy Barista integrates our new TRUE CAPP system. With this unique system the user can prepare proper Italian Cappuccino directly in a ceramic cup.
Q: What aspect of Elogy Barista would you love to see become the new normal in coffee culture?
A: Must be the attention to detail and careful choice of materials and finishes. Italian Coffee meets Italian Design.
About the project
Elogy Barista is a compact multi beverage system. Offering the complete package of Italian coffee culture: from small espresso to authentic cappuccino, latte and even hot chocolate.
Designed by Lavazza in Italy, it celebrates its Mediterranean identity with attention to detail, colour, and finishes. The design features a strong main body, dynamic lines, and embossed Lavazza logos. The soft and rounded machine head features a special double spout and a modern, ergonomically angled user interface with a refined chrome ring. Drinks can be personalized with boost functions and required service is indicated with dedicated icons. The big external water tank is easily accessible and is treated as a separate, transparent volume. This helps to visually shorten the appliance and provides immediate visual feedback so users will always know when to refill. The machine is easy to use, with dishwasher-safe removable parts. It includes a patented milk frothing system and a dedicated milk jug. The cup rest has a stainless-steel drip grid and is adjustable in height. Metal accents emphasize main touchpoints, evoking Italian coffee shops. Energy consumption, life cycle assessment, and noise level were key considerations. Recycled plastic is used where possible, maintaining high aesthetics and quality.
A modern and technological design full of personality that brings authentic Italian coffee to every home.
About designer
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
Project
ELOGY BARISTA
Year of Completion:
2025
Location:
Italy
Contacts
Photography:
Lavazza
Edited by:
Blažka Drnovšek
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