We took a visit at the Lavazza Museum, a milestone of the new Lavazza Center in Turin. The Museum is part of the architectonical complex in the Aurora neighbourhood and it was born as an homage to the founder of the Lavazza company, Mr. Luigi Lavazza. The whole complex is a very interesting experience over an example of city requalification – it is worth a visit even if you are not a fan of the Lavazza brand, just for the quality of the project, for the will to have it and for the meaning it has for the history of the company, for sure, but also for the city. Lavazza Museum is a fully immersive experience that goes from the roots to the current days of the company. The Museum is highly innovative and, thanks to the latest tech solutions and a special “espresso cup”, you are accompanied to explore the company, the industry and the inherent historic context. The part of the Museum explaining the characteristics of the coffee plants and grains is very interesting and includes a sensory flavour experience. I found it very instructive, funny and balanced in offering a very well-maintained collection of Lavazza memorabilia in the context of the visit. I went to the Lavazza Center to visit the architectonical site and the Lavazza Museum on purpose and I think that it is worth a visit if you are in Turin, more so if you are a coffee lover, a nostalgic of the Dolce Vita period and, of course, if you are a Lavazza supporter or a Caballero’s and Carmencita’s love story fan! Thanks for reading and for giving to this review a thumb up if you found it useful!