…In a world moving at a relentless pace, time seems to slip away, apparently unstoppable. Yet all it takes is a moment’s pause to break the spell and realise that a small moment of pleasure can change the rhythm of the day…

NEW YORK, Nov. 13, 2026 /PRNewswire/ — Three photographers, three cities, four moments of the day and fifteen images come together to portray an experience that is both universal and deeply personal: the pleasure held within a single moment.

In its thirty-fifth edition, the 2027 Calendar continues Lavazza’s exploration of the concept Pleasure makes us human, reflecting on the pleasure found in a single moment. Once again creatively directed by the agency Armando Testa, this year’s edition is titled Always a Pleasure. Three leading Magnum Photos photographers—Jim Goldberg, Alex Majoli and Paolo Pellegrin—captured the story in three extraordinary locations: New York, Lisbon and Hong Kong. From the first light of morning into the evening, the images trace coffee’s journey through places, people and everyday situations. It takes on different forms yet remains instantly recognizable as a daily ritual.

The project is celebrated in the exceptional setting of the Guggenheim Museum in New York. Lavazza has supported the cultural institution Lavazza has supported since 2014.

Speaking about the Always a Pleasure concept, Francesca Lavazza, Board Member of the Lavazza Group, said: «For more than thirty years, the Lavazza Calendar has provided a meeting place between our identity and the independent vision of artists. With ‘Always a Pleasure’, we invited Jim Goldberg, Alex Majoli and Paolo Pellegrin to reflect on pleasure in contemporary life: different latitudes and cultures, one shared human geography. Their visual languages are profoundly different, yet they share an ability to capture what unfolds between people, in spontaneous gestures and seemingly ordinary moments. This is precisely where coffee finds its natural place: not as the protagonist, but as a discreet presence, a daily ritual that accompanies our time and creates opportunities to come together».

Michele Mariani, Executive Creative Director at Armando Testa, also highlights the choices that shaped the new Calendar: «With ‘Always a Pleasure’, we set out to explore the many nuances of pleasure through the sensibilities of three contemporary photographers. Their perspectives are distinct and unmistakably their own, yet together they create an authentic, universal narrative in which the ritual of coffee becomes a thread connecting different cultures and places—slowing time down and bringing the emotion of small, everyday gestures into focus».

Each photograph freezes a moment that holds a story, a fragment of life. The three photographers observe how pleasure takes shape in everyday life. Coffee is the recurring thread running through the narrative, a familiar ritual that moves naturally across geographies and time zones. Because pleasure often lies not in extraordinary events, but in the extraordinary intensity with which we experience life’s simplest and often most unexpected moments.

In his images shot in Hong Kong, Paolo Pellegrin captures precisely this element of unpredictability: «In my photography, I look for the moment when the unspoken – life itself – bursts into the frame. Pleasure lies in remaining open to the unexpected, so that what I cannot control finds its way in what I am creating». The moment – the smallest unit of time we can perceive – helps create the extraordinary fabric of our lives, the encounters we experience and the memories that remain with us over time. Capturing its essence means remembering that life is made up of moments, and that every tiny fragment of time, just like a drop of coffee, holds everything we need to feel good. That distinctive quality of the moment is also what Alex Majoli identifies in Lisbon. Speaking of pleasure, he says: «It is the intensity of presence: those fleeting moments when the theatre of everyday life suddenly reveals itself and we become aware of the mystery of being here». These are small epiphanies, moments that bring us back to ourselves and give us a sense of wellbeing. For Jim Goldberg, who offers his perspective from New York « Pleasure comes from being an artist and creating something to share with and perhaps challenge others».

The 2027 Calendar speaks of a universal desire for balance and harmony, pursued through the search for authentic moments. Every culture has its own ways of experiencing pleasure, through rituals that bring a special spark to the day. Giving each moment our full attention offers a welcome pause from the speed of the world. From this perspective, the coffee ritual, wherever we may be, connects us with others and invites us to discover that the most important stories are often hidden in the simplest things.

Over the years, Lavazza has cultivated an ongoing dialogue with internationally renowned cultural institutions, establishing itself as an ambassador not only for Italian coffee, but also for creativity and beauty around the world.

Art and coffee share the ability to create encounters, spark curiosity and bring different perspectives closer together. This affinity has underpinned the journey shared by Lavazza and the Guggenheim Museum since 2014, as part of a broader commitment to an open, accessible and participatory culture. In 2023, Lavazza’s commitment to the Guggenheim was further enriched by the institution’s participation in IncluVisity, a Lavazza project involving several museum partners in Italy and internationally. It supports inclusive visitor experiences designed to meet the needs of different audiences and overcome physical, cognitive, linguistic and social barriers. The same spirit of openness runs through the Lavazza Calendar: a view of the world made up of moments, encounters and stories that find common ground in photography, reminding us that looking from different perspectives is the first step towards understanding and embracing the complexity around us – through a moment of pleasure.

For press inquiries, please reach out to:
pressoffice@lavazza.com
Lavazza@omnicompr.com 

About Lavazza Group
Lavazza, founded in Turin in 1895, has been owned by the Lavazza family for four generations. Today the Group is one of the leading players on the global coffee scene, with turnover of over € 3.9 billion and a portfolio of top brands that lead their respective markets, such as Lavazza, Carte Noire, Merrild and Kicking Horse.
It is active in all business sectors and has operations in 140 markets, with 9 manufacturing plants in 5 countries. The Group’s global presence is the result of over 130 years of growth and the more than 30 billion cups of Lavazza coffee produced every year are a testament to a remarkable success story, with the goal of continuing to offer the best coffee possible, in all forms, by focusing on every aspect of the supply chain, from the selection of the raw material to the product in the cup.
Lavazza Group has revolutionized coffee culture by investing continuously in research and development: from the intuition that marked the company’s earliest success – the coffee blend – to the development of innovative packaging solutions; from the first espresso sipped in Space to the dozens of industrial patents. The ability to be ahead of time is also reflected in the attention of economic, social and environmental issues – which have always been a benchmark for guiding corporate strategies.
“Awakening a better world every morning” is the corporate purpose of Lavazza Group, with the aim of creating value for shareholders, collaborators, consumers and the communities in which it operates, combining competitiveness with social and environmental responsibility.

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