02.11.2023  •  Art NEWS

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‘More than Us’ - the LAVAZZA 2024 Calendar presents works by Thandiwe Muriu (Kenya), Daniel Obasi (Nigeria) and Aart Verrips (South Africa) as an homage to the unique diversity of Africa

“Alone, we go fast, but together, we go further.” This year, the #LavazzaCalendar2024 tells a tale about the beauty of coming together to create something greater. The miracle of thinking beyond our own perceived limits and becoming #MoreThanUs. Fueled by the energy and creativity of Africa, Lavazza is also celebrating the 20th anniversary of its Fondazione Giuseppe e Pericle Lavazza, to reaffirm the power of values such as commitment, sharing and empowerment.

Three artists in a dialogue on the value of collaboration between people, organizations and ideas: The Lavazza 2024 Calendar is a choral project by African photographers Thandiwe Muriu (Kenya), Daniel Obasi (Nigeria) and Aart Verrips (South Africa), describing and promoting the concept of partnership in every sense. Starting from the ability to be welcoming towards others – a nod to the Lavazza 2023 calendar ‘Yes, we’re open’ – this year's project takes it a step further, exploring the beauty of partnership, of reciprocal inspiration, of forming a union on the basis of mutual respect.

Lavazza Group Board Member Francesca Lavazza : “Over the years, we have learned to work together and share goals, efforts and achievements. Aware that: alone, we go fast, but together, we go further. Fueled by the energy of Africa, the cradle of coffee, we want to reaffirm the Lavazza Foundation’s true values and celebrate this intertwining of hands, talents, stories and experiences. Multiple voices singing in unison. Because in the family, as well as in the company, we know that everyone counts, but more importantly, we have learned to always count on one another.

In ‘More than Us’, photography is free to express itself in new ways, unchained from stereotypes and conventions. Lavazza gives unique works a stage, created from the personal stories and backgrounds of the artists and presenting Africa in all its cultural richness and diversity. Each photographer has contributed four photos, drawing inspiration from the Lavazza Foundation’s sustainable development projects and the values of #moreresponsibility, #moresustainability, #moreinnovation and #moreinspiration.

According to Michele Mariani, Executive Creative Director of the Armando Testa Group, which was responsible for creative direction of the project: “The Lavazza 2024 Calendar shows how precious collaboration is; and it does so by putting the vibrant energy and creative drive of the African continent front and center. An energy that flows through and is nourished by the inexhaustible resource of cultural diversity. Tackling complex challenges requires dialogue, different talents and respect for one another. The best ideas are, after all, those created out of an exchange and reciprocal inspiration, because as we all know, none of us is as clever as all of us put together.”

Michele Mariani has already realized projects with internationally renowned directors and photographers such as Steve McCurry, Mondino, Eugenio Recuenco, Annie Leibovitz, Miles Aldrige, Gregory Colbert, Erwin Olaf, Ellen von Unwerth, Ami Vitale, Platon, Matthew Brookes, Peter Lindbergh, and David LaChapelle. He wishes to combine his knowledge and experience in different areas to generate creativity that helps brands to build a better world.

We have several motifs and images from the press launch in Milan for you here on GoSee. Further information on the Lavazza 2024 Calendar as well as the stories and visions of its protagonists are available under www.lavazza.com/en/calendar-2024. The project was under the creative direction of the Armando Testa Group.
 

 
'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

 
'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

 
'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

 
'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

 
'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

 
'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

 
'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

 
'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

 
'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

 
'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

 
'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

'More than Us' : The Lavazza 2024 calendar will feature the work of African artists Thandiwe Muriu, Aart Verrips and Daniel Obasi

 
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