THE LAVAZZERS


2012
This time it is all in the numbers: 20th Calendar, 12 photographers
The best. Those who have made Lavazza history
Together for the very first time, in front of the lens
12 different styles, for 12 souls of coffee
Ladies and gentlemen

'The Lavazzers'



GENNAIO
JANUARY
Amsterdam

ERWIN    OLAF    -    INSPIRATION

‘What’s on the artist’s mind while drinking Lavazza coffee’: this was the idea behind the self-portrait.
My main inspiration is the human body. I have always loved what light does on a body in the studio, and how
a landscape of skin is created. So naturally, the body is on my mind.



FEBBRAIO
FEBRUARY
Paris

THIERRY    LE    GOUÈS    -    SUBSTANCE

When I am shooting I want to get right inside the very nature of things, be the storyteller of experiences and relive
them from the inside. I am not interested in shades and through the lens I can see the world plainly: it is either black or white.
Above all black, because of the intensity it conveys, the strength, the sense of cleanliness. Black does not lie,
in a certain way it is clear. Just like my models. Just like my coffee.


MARZO
MARCH
London

MILES    ALDRIDGE    -    REFLECTION

Inside my studio, a childhood memory is analysed, rearranged, chopped up and questioned again and again until its faint outline comes into focus on the ground-glass of my camera. I fire the shutter freezing the memory forever in the exploding light.


APRILE
APRIL
Alassio

MARINO    PARISOTTO    -    SEDUCTION

For once I want to cherish the dream of being the seducer, not the seduced. What’s more,
this is my chance to be in the spotlight, or better still, be in front of the flash. Even if I don’t manage to be
a successful suitor this time, I can still console myself with a good coffee.


MAGGIO
MAY
Madrid

EUGENIO    RECUENCO    -    CULTURE

The story I want to tell is of an encounter between two cultures - Spanish and Italian - by using the two legends:
Don Quijote and Lavazza. A mixture of story-telling and history, fantasy and reality, the surreal and the real.
You know, when you daydream like ‘El ingenioso hidalgo’ you have to keep your eyes wide open. Maybe with a good coffee.


GIUGNO
JUNE
New York City

ELLIOTT    ERWITT    -    HUMOUR

There is a fundamental difference between the photographer Elliott Erwitt and the artist André S. Solidor.
Elliott likes his Lavazza espresso neat and ‘corto’, while André likes his macchiato ‘lungo’.
But it is fair to say that in one way or another both are united in their fidelity to Lavazza coffee.


LUGLIO
JULY
London

FINLAY    MACKAY    -    EXCITEMENT

Like most photographers, I definitely prefer to be on the other side of the camera, so when I was asked
to work on this commission it was important that it was done with irreverence and most importantly to have some fun.
The most euphoric and excitable entity I know is Frank MacKay, Frank is a French Bulldog and my best friend. Whenever I come home from whatever place, he is always there - loyal, steadfast and ready to eat any of my clothing or any important
documents in my possession, he hates it when I am away and he has eaten two passports and a drivers license, so this proves
that he really wants me at home with him. I wanted to tell his story in the image and make people smile for a second.
I believe that Life is fun and every second should be savoured.


AGOSTO
AUGUST
New York City

MARK    SELIGER    -    DEEP

A patinated 150 year old wall, top lit, an emptied elevator shaft, which now serves as a stairwell.
Perhaps an unlikely destination for a photographic series of artists - yet at some point it became a familiar common
denominator - almost a stage - not only for my subjects, but also for my work.


SETTEMBRE
SEPTEMBER
Plano, IL

ANNIE    LEIBOVITZ    -    ESCAPE

My work forces me to travel all the time. Flights, delays, lost baggage, jet lag, endless journeys onboard
the weirdest means of transport. No matter how far I travel, I can never escape the way I can when I am behind my camera.
That is my real break from the world, those are the moments I dedicate to myself.


OTTOBRE
OCTOBER
New York City

ALBERT    WATSON    -    INTIMACY

We meet at 69 Gansevoort. Every evening. She finishes her show and finds me waiting for her. She is a burlesque dancer.
While we are drinking our coffee, she talks a lot, very fast. I don’t. She often says she is happy to be my muse and that I am friendly. She certainly is. She’d like me to go and see her one time when she is performing. I will go. Then we smile our goodbyes and get into our different taxis. Our paths separate until the next evening, when we meet again at 69 Gansevoort.


NOVEMBRE
NOVEMBER
Hana, HI

DAVID    LACHAPELLE    -    ENERGY

Happiness is when the sadness subsides... Coffee and espresso, I use as tools to push my mind into gear.
It’s also good for you, black and fresh. It contains very healthy tannins and antioxidants taken this way. Personally, having to deal with depression, coffee helps me in the dark times to feel better and it motivates me, along with intense physical exercise it keeps the Beast at Bay and the darkness away. Thank you Lavazza for the opportunity to create this self-portrait.
Thank you also for the aroma, taste and happy ritual of your delicious coffee. Your friend,


DICEMBRE
DECEMBER
Paris

ELLEN    VON    UNWERTH    -    EUPHORIA

Everyone knows that I’m a photographer. What they may not know is that I’m often involved with birthday cakes,
especially when I’m working with Lavazza. Once, to celebrate the 100th Anniversary of the brand and now,
because it’s the 20th Birthday of the Lavazza Calendar. So you see, we can always find an excuse for a celebration.
And if there’s a party, you can be sure I won’t miss it.


COVER/INSIDE BACKCOVER
 


CREDITS
 
CALENDAR CREDITS

SUPERVISION & COORDINATION
Lavazza Corporate Image - Advertising Department

CREATIVE PROJECT
Armando Testa

EXECUTIVE CREATIVE DIRECTOR
Michele Mariani

CREATIVE DIRECTOR
Andrea Lantelme

COPYWRITER
Federico Bonenti



CON TE PARTIRO’ CREDITS

ART DIRECTION
Fabio Novembre

CATALOGUE
Onlab

PROJECT MAPPING
Apparati Effimeri

DIGITAL PROJECT
Neotokio!