Pleasure makes us human

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In the era of AI, Lavazza introduces Luigi: a cute robot that reminds us it’s pleasure that makes us human. What makes us human? Discover who joined us in celebrating the pleasure of coffee.

What makes us human?

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That's right, it is the ability to feel and express pleasure that makes us human.

Luigi is a cute office coffee delivering machine that witnesses every day the joy of living the Dolce Vita, an attitude and flavor that inspires the whole world. Thanks to Lavazza coffee, he brings pleasure to his human colleagues dreaming to taste it too. We believe that a cup of coffee is much more than a beverage: it’s a moment to recharge, to share with loved ones. It’s synonymous with pleasure. Luigi’s biggest dream is to taste our coffee and feel the same pleasure, but he can’t. That’s why he's co-starring with comedians and Hollywood stars, Steve Carell and John Krasinski. Together on stage, they enjoy a delightful Lavazza coffee break with Luigi, adding a touch of humor and warmth to our story!