The creative worlds of Lavazza and Moschino collided on Anfu Road in central Shanghai with a limited-time pop-up called Espresso Your Style, an immersive brand experience that merged contemporary Italian design, playful couture, and the ritual of quality coffee into a single, multi-sensory celebration.
A Fusion of Fashion and Coffee Culture
The Lavazza x Moschino pop-up transformed Shanghai’s historic heart into an urban dreamscape, where a blue sky and soft clouds surround a giant goose wearing Moschino’s iconic sailor hat, sipping a Lavazza coffee and ready to welcome visitors. The concept? Imagination takes to the streets as Lavazza. Moschino unveils its limited-time pop-up on Anfu Road, Shanghai… an immersive space invites visitors to experience a taste of Italian style, one sip at a time.
Themed zones included a Limited-Time Coffee Bar, a surreal Sky Mirror Photo Zone, and the playful Cloud Garden Terrace.
Design, Drinks, and Dialogue
Three exclusive beverages, such as the Blue Coconut Light Cloud Coffee and Sea Salt Orange Blossom Latte, were created by Lavazza’s own mixologists for the event. Guests could also collect a limited-edition Goose Espresso tote bag and mug, with merch and drinks available at Lavazza retail locations across Shanghai and China.
“From playful merch to sky-high photo moments, every detail blends taste, design, and storytelling. This isn’t just coffee culture, it’s retail theatre served with a shot of creativity.”
FashionUnited and Dunes Magazine described how the launch visuals drew direct inspiration from Moschino’s runway aesthetic under creative director Adrian Appiolaza, blending art, fashion, and urban sentiment with Lavazza’s coffee experience.
More Than a Brand Activation: A Cultural Moment
The collaboration is a cultural celebration, connecting two iconic Italian exports, high fashion and premium espresso, through the shared lens of imagination, play, and urban life.
Espresso Your Style is a collaboration that fuses daring fashion expression with the aromatic allure of espresso, offering a sensory experience where Italian coffee artistry meets contemporary fashion culture.
Moschino’s giant feathered fashionista, the pop-up’s white goose mascot, became an instant photo destination, showing both brands’ knack for high-impact creative storytelling.
Italian Heritage, Shanghai Energy
The success of the partnership comes as Lavazza continues to grow its footprint in China, having opened a flagship experience café in Shanghai’s Jing’an district in 2020 with retail and gastronomic offerings tailored for the local market.
“We are honoured to join forces with Yum China, a prestigious partner with in-depth knowledge of the market and the needs of Chinese consumers. China is an important market with huge untapped potential for coffee consumption. We have been searching for the right opportunities to establish Lavazza in China and Asia, and this partnership is an important first step,” said Antonio Baravalle, CEO of Lavazza Group.
Bottom Line
Shanghai’s pop-up scene, known for innovative retail theatre, was quick to praise the collaboration as an excellent brand collaboration choice, one that shows how Italian design and food culture are rewriting the rulebook for global brand experiences.
Bringing the playful irreverence of Moschino together with Lavazza’s Italian coffee artistry, the experience invites visitors into a dreamy, sky-inspired world of clouds, colour, and character.
