During the 2017 Virgin Australia Melbourne Fashion Festival, Lavazza teamed up with renowned Melbourne dessert chef Darren Purchese of Burch & Purchese to launch the Lavazza Café in The Plaza. Darren, created five bespoke desserts that were sold exclusively at the Lavazza Café alongside four new coffee-tails for the week long celebration of fashion. Lavazza also partnered with Melbourne illustrators Santiago Sunbird to create the colourful design wrapped around the giant Lavazza cup and Café, which became a meeting point for guests to come together pre, and post show.

Larger Than Life project managed the activation including the build of the custom built cafe and giant Lavazza Cup, seating zone, catering, promotional staff and work closely with the PR team to bring the activation to life.

The Lavazza brand was further amplified at in-store runway shoes at Myer, Bourke Street Mall featuring Kris Smith and Jen Hawkins where Lavazza coffee caviar was sampled to guests prior to each show. Promotional staff distributed samples of ground coffee and coffee pods outside Myer on Bourke Street Mall, teamed with the Lavazza branded Fiat.