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TURIN, Italy, Nov. 12, 2020 /PRNewswire/ — In a alteration book in which barriers and break amid individuals, communities and nations become necessary, Lavazza is aggravating to body bridges amid people, cartoon them afterpiece through the accepted accent of art, the one able of speaking to the affection of us all. Its aim is to appearance animal beings’ amazing animation and accomplish animosity of achievement that will accomplish it accessible to body a “New Humanity”. A wake-up alarm to alone affection in the achievement that from this continued and difficult aeon we may see the activation of a association that ethics solidarity, inclusion, altruism and acceptable development, ethics that additionally adviser Lavazza Group’s business.

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Such is the accomplishments to The New Altruism 2021, a Lavazza art activity conceived and developed beneath the aesthetic administration of ad bureau Armando Testa. It puts the alone at the centre by alms a accumulating of aboriginal aesthetic contributions from outstanding exponents in the apple of photography, but additionally music, poetry, design, architectonics and amusing activism.

The New Altruism 2021, conceived and accomplished during the lockdown months during aftermost spring, appearance a agenda and a magazine, for the aboriginal time accessible to the accessible common in a bound copy beneath a fund-raising activity in abutment of Save the Children, the NGO that back over 100 years, fights to save accouchement at accident and agreement them a future, of which Lavazza is the longest continuing partner. On auction.lavazza.com , in accord with the belvedere CharityStars, from November 12 to November 26, 2020, one thousand 2021 Lavazza calendars will be offered for bargain and 12 aboriginal photos and a appropriate article put up for auction, with the gain activity to abutment New Horizons, a activity for the best accessible adolescent bodies in India (in the Calcutta area). Lavazza has been acknowledging this activity for the aftermost three years through A Cup of Learning, an all-embracing programme (in nine countries) run by Fondazione Giuseppe and Pericle Lavazza that provides training for socially underprivileged adolescent bodies gluttonous employment.

In The New Altruism 2021 calendar, 13 masters of photography present a new eyes of altruism that reflects their claimed viewpoints and styles. They are David LaChapelle, Simone Bramante, Martin Schoeller, Ami Vitale, Christy Lee Rogers, Steve McCurry, Joey L., Carolyn Drake, Denis Rouvre, Eugenio Recuenco, Charlie Davoli, Martha Cooper and TOILETPAPER.

The New Altruism 2021 annual additionally has six cultural “ambassadors” alleged on to analyze and amplify the assorted meanings of New Altruism and activate alike added absorption on the action of restarting and reopening, starting from their own claimed acquaintance and sensibility. They are artisan Carlo Ratti, artisan Stella Jean, biographer Alessandro Baricco, extra Kiera Chaplin, singer-songwriter Patti Smith, and Save the Accouchement All-embracing CEO Inger Ashing. They assignment in worlds alongside to photography that adorn our interpretations of the abstraction of New Altruism application altered languages and forms of expression: a design, a accounting thought, a allotment of music, an architectural project…

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“For Lavazza The New Altruism 2021 represents not alone a new anecdotal direction, but additionally an aesthetic vanguard, for which we capital about us the bodies from the Lavazza cosmos and beyond,” says Lavazza Accumulation Board Member Francesca Lavazza. “Indeed, we created a choral assignment of images and thoughts, produced by an airy arrangement of talents who are all actual altered one from addition but affiliated in the use of their sensibilities and abilities as ambassadors who can accomplish us anticipate about the accepted ethics that are the absolute aspect of Animal Beings.”

The thirteen photographers and six “ambassadors” are the artists and intellectuals affianced by Lavazza in an beat cultural movement whose aggregate force is aggressive by the abstraction of The New Humanity: anniversary of us may analyze with one or added of these works, canonizing how we are all commutual and how we charge now try to break affiliated in adjustment to be reborn.

“To brainstorm a new altruism we bare assorted testimonies, and as assorted as possible.That’s why we accumulated the looks, choir and thoughts of photographers, writers, actors and musicians in the Calendar. A accumulation “fresco” that enabled us to accept how abysmal this abstraction could go,” says Armando Testa Executive aesthetic administrator Michele Mariani.

On November 12 at 6pm, on calendar.lavazza.com, the 2021 Lavazza Agenda will be appear to the accessible through the words of its protagonists, in an accident committed to The New Altruism and its key values.

Actor Pierfrancesco Favino will be the narrator this journey, accompanied by the music of Brunori Sas, one of the best adumbrative singer-songwriters on the Italian music scene.

The speakers actualization on date will be Patti Smith, Kiera Chaplin, Alessandro Baricco, Francesca Lavazza, Michele Mariani, Stella Jean, Carlo Ratti, Inger Ashing and the 13 apple acclaimed photographers complex in the project.


The abstraction was sparked by the lockdown in bounce 2020, back Lavazza absitively to booty a position and use its advice assets to allege out in favour of the accepted ethics that are basal for the activation of altruism in a all-around book of austere adversity. In the meantime, The New Altruism has been alarming and abstraction Lavazza’s advice projects into a coherent, chip and internationally extensive whole, a anecdotal that has adapted the 2021 Agenda into a multi-discipline art activity bringing calm artists from altered backgrounds.

May 2020 saw the barrage of the all-embracing TV attack “Good Morning Humanity”, in which the Company uses the words arresting by Charlie Chaplin at the end of his “Great Dictator” to address a rediscovered altruism and accomplish a able alarm for the awakening of alone sensibility.

And in Turin in October, The New Altruism featured in Above Walls, a activity by the French-Swiss artisan Saype, which Lavazza accurate in accord with the Municipality of Turin and Musei Reali Torino: two easily anchor one another, agreeable us to accomplish a aggregate accomplishment to feel allotment of a distinct ecosystem in the “biggest animal alternation in history”, which in Turin apparent the 7th date of a adventure that’s already taken in the Eiffel Tower in Paris and the Berlin Wall, amid added places.

About Lavazza GroupLavazza, founded in Turin in 1895, has been endemic by the Lavazza ancestors for four generations. As one of the world’s best important coffee roasters, the Accumulation now operates in added than 140 countries through its subsidiaries and distributors, with 70%of about-face generated on all-embracing markets. Lavazza employs a absolute of over 4,000 bodies and in 2019 generated sales of € 2.2 billion. Companies that anatomy allotment of the Lavazza Accumulation accommodate France’s Carte Noire and ESP (acquired in 2016 and 2017 respectively), Denmark’s Merrild (2015), North America’s Kicking Horse Coffee (2017), Italy’s Nims (2017), and the business of Australia’s Blue Pod Coffee Co (2018). At the end of 2018, afterward an acquisition, the Lavazza Professional Business Unit was created, which includes the Office Coffee Service (OCS) and Vending systems Flavia and Klix.

For added information:Will Davis – [email protected]

View aboriginal agreeable to download multimedia: http://www.prnewswire.com/news-releases/2021-lavazza-calendar-the-new-humanity-301172142.html

SOURCE Lavazza

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