On 24th October Lavazza launched its 2014 Calendar entitled Inspiring Chefs. The famous portrait photographer Martin Schoeller shot famous chefs in their inspiration environment.
Lavazza has dedicated 2014 to these masters of the kitchen. As with the previous editions, this year the Calendar’s creative direction was entrusted to the Armando Testa agency.
The Magnificent Seven chefs chosen for this year’s Calendar are Ferran Adrià, his brother Albert, Michel Bras, Massimo Bottura, Antonino Cannavacciuolo, Carlo Cracco and Davide Oldani. They are chefs and innovators who have all been won over by Lavazza coffee and have been reinterpreting it through their original creations for years.
2014 Calendar is unique: it is the first example of chefs as protagonist of the pictures.
“These chefs are not only pioneers of the new direction in taste, they are first and foremost our friends. What we wanted to do was put them at the center of our world, which as always is playful, fun and slightly surreal.
With Martin and the Armando Testa agency, we imagined them as jugglers, immersed in bubbles of thought. Or as philosophers of nature, searching for the essence of life and the rediscovery of their origins … whether they be the white canvas of a grain of rice, books about our past, or the sea, the source of all life”- Francesca Lavazza, the company’s Corporate Image Director..
The press conference for the launch of the Lavazza Calendar was the ideal set to unveil the new partnership among Lavazza, Slow Food and the University of Gastronomic Science in Pollenzo. Lavazza will be providing two scholarships for two YOUNG INSPIRING CHEFS identified as most talented by leading gastronomic experts of the University’s Scientific Committee.