The new Lavazza calendar by Omar V. Diop: “I celebrate the bar counter”

Although Lavazza’s history began nearly a century earlier, it was in 1993 that the company turned the calendar into a manifesto. Serving both as a communication tool for Lavazza’s identity and as a contemporary art project, the calendar has consistently featured renowned international photographers. From the early black-and-white shots by Helmut Newton with women as central figures – common in calendars of that era – to David LaChapelle’s vibrant colors in the 2000s and Annie Leibovitz’s provocative imagery, Lavazza has embraced diverse artistic styles. Let’s Blend, the 2025 calendar, continues the recent tradition where Lavazza has used its manifesto to highlight “human” themes of inclusivity and tolerance. This year, the company brought on board Omar Victor Diop, a young Franco-Senegalese photographer, to explore the “blend” or mixture, a theme that has made Lavazza famous worldwide.

The calendar is divided into four quarters, corresponding to the seasons and each with a unique color palette, representing four interpretations of the blend concept: from coffee blends to cultural, professional, generational, and geographic mixtures. “I wanted to translate the aesthetics of my previous works into the world of Italian breakfast bars, with spaces open to all,” Diop tells Domus. “I’ve always been fascinated by how bar counters play a central role in the social life of every community, especially in Italy. I was fortunate to work with a very diverse cast, which made a big difference.”

Thus, in this calendar, we see world No. 1 tennis player Jannik Sinner, singer-songwriter Big Mama, architect and designer Cino Zucchi – who previously collaborated with Lavazza by designing the Aladina moka and the company’s new headquarters – as well as chefs, bartenders, collaborators, and partners. All stand behind the counter of an idealized bar, in a composition that echoes the tradition of Renaissance painting.

“It’s important to find a rhythm, visually,” says Diop, enthusiastically sharing that this is the first calendar he has ever created. “We set up the styling, the set, and the accessories for each season. The cast was then arranged to highlight the incredible diversity of the Lavazza world. The rest happened spontaneously during the shoots, as each person brought their essence to the final compositions.” For the month of August, Diop even includes himself in a self-portrait, a gesture he explains as integral to his work: “Self-portraiture is a way for me to embody different characters that, in my opinion, have something to communicate. My self-portraits aren’t autobiographical; they’re never representations of my personal story but rather photographic performances by an actor. My goal is to inspire curiosity and empathy by telling forgotten stories of little-known heroes or imagining a possible future for humanity.”

Lavazza is indeed looking to the future. With this project, the company not only celebrates its 130-year history but also highlights the key to its past and future growth: the blend. Diop concludes, “Lavazza represents the embodiment of Italian mastery and passion for the most universal beverage in the world. I think that if the term ‘Italian Coffee’ has become synonymous with ‘great coffee,’ it’s largely thanks to Lavazza’s legacy.”