November 11, 2025
At this year's Basel Wine Festival, Lavazza provided a delightful contrast: alongside fine wines, the traditional Italian brand presented itself with a stylish coffee bar, inviting visitors to enjoy Italian coffee creations from Lavazza. The concept, planning, and implementation of the presentation were carried out by USP.
USP developed a high-quality, inviting coffee bar concept for Lavazza that combined Italian lifestyle with the atmosphere of the wine festival. The coffee bar provided a space for enjoying coffee and socializing—and for the aroma of freshly brewed coffee to waft across the exhibition grounds.
USP was also responsible for organizing and training professional baristas, who provided authentic coffee creations with plenty of Italian flair during the festival. Classic Lavazza specialties were served – in true style, of the highest quality, and at appealing Italian prices.
With its appearance at the Basel Wine Festival, Lavazza is setting the tone for enjoyable brand and coffee experiences in direct contact with the target group. USP Partner AG accompanied the project from the initial idea to its implementation on site.