This week, our Not in series takes a detour with Lavazza to the heart of Art Basel Miami. After unveiling its new global campaign, “Pleasure Makes Us Human,” alongside the launch of the Lavazza Dolcevita coffee blend, Dolcevita Classico, the beloved coffee brand proved once and for all that happiness can be found in a perfectly brewed cup of coffee. For Miami Art Basel, the brand fuses its rich heritage with Miami’s dynamic energy, all while diving deep into the city’s art, music, and multicultural spirit. 

Lavazza

Sure, these days everyone’s slapping some latte art on a cup and calling it coffee culture—but Lavazza isn’t just another brand in the caffeine game. It’s been perfecting the art of coffee for 130 years, and with its same iconic taste and fresh new design, the brand wants you to forget the grind (pun intended) and focus on pleasure—the true essence of a coffee brand which has built its reputation on sourcing the best of the best coffee for its customers all over the world.

Each sip of coffee is a portal to la Dolcevita, a blend of joy, style, and the simple pleasure of relishing moments. The lush new packaging draws inspiration from the rolling hills of Tuscany, the sunny Amalfi Coast, and everywhere in between. While the outside gets a modern makeover, what’s inside remains pure Lavazza: the same premium coffee we’ve been enjoying for years. 

Lavazza

Just in time for Art Basel, Lavazza finds its place in our Not In Miami series, taking the city’s irresistible energy and blending it with the timeless joy of coffee culture. Whether you’re enjoying the creative chaos of local street art or moving to the rhythm of the city’s musical scene, Lavazza is inviting you to savor every moment with a perfect coffee in hand. In Miami, coffee culture isn’t just for sleepy mornings—it’s for connecting, celebrating, and enjoying life’s little pleasures. 

To fully embrace the blend of Lavazza with Miami’s vibrant culture, we explored the city through the eyes of local talents. From discovering street art tucked away in Wynwood’s hidden alleys to vibing with the Afro-Cuban beats in Little Havana, their personal stories bringing the Lavazza Dolcevita philosophy to life. Miami’s multicultural fabric—its art, music, and people.

Need a top up of Lavazza? Check their latest offerings out here.