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Lavazza Elogy Milk: Redefining Italian Coffee Culture

Florian Seidl, the designer behind the Lavazza Elogy Milk, has redefined the Italian coffee experience with this innovative coffee machine. Aimed at domestic home use and small to medium offices, the machine delivers a unique, professional, and easily accessible coffee experience in a relatively compact footprint. The design takes inspiration from the world of Italian coffee shops and bars and is an evolution of Lavazza's existing form language in this segment. It offers a patented foaming mechanism for preparing various coffee recipes and is characterized by a big, seamless shell with a three-dimensional Lavazza logo on the side.

This coffee machine with an integrated milk frother offers the complete package of Italian coffee culture, from espresso to cappuccino or latte. It features metal accents that underline the main touch points like the lever, drip grid, and user interface. The Lavazza in Black system also offers peel-able coffee pods that can be recycled more easily. The machine has been designed to reduce noise levels and energy consumption, making it an ideal addition to any home or office space.

With a touch-sensitive user interface, the Lavazza Elogy Milk arranges the main selections in two groups: one for coffee and one for milk-based beverages. The drinks can be personalized with boost functions, and required service is indicated in the center. The machine comes with a patented milk frothing system and a dedicated glass mug. The cup rest can be adjusted, placing smaller cups closer to the spout, reducing splashes and benefiting the coffee temperature and crema. The big water tank is easily accessible, adding to the convenience of use.

The Lavazza Elogy Milk was designed in Turin, Italy, and the complete product development process for all different versions took about 20 months. The development process involved conceptual and formal research, 3D modeling, physical mock-ups, and prototyping. The product is commercialized as Classy Custom Milk and Inovy Custom Milk in different business channels and markets.

Florian Seidl is an Austrian designer with several years of professional experience. Currently working as Lavazza's design manager at the Innovation Center in Turin and teaching at the Scuola Politecnica di Design (SPD) in Milan, Seidl has a strong feeling for brand identity and the bigger picture beyond the project as a mere product.

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