The 2020 edition of the legendary Lavazza calendar ‘Earth CelebrAction,’ photographed by David LaChapelle, is an invitation for everyone to pay homage to the beauty of nature and to take care of our Earth.
Stimulating a critical focus on the present and using the beauty of art to engage and inspire, LaChapelle’s “Earth CelebrAction” celebrates the connection between humankind and nature and the idea that we have the ability to take action to defend the environment.
Since 1993, Lavazza has sought out the world’s leading photographers to create glamorous, often provocative calendars that reinforce the brand’s deep connection to the arts. A showpiece of conceptual fashion photography, the Lavazza Calendar continues to be an ideal tool for stimulating a critical sense of the present using art and beauty to engage and inspire.
This is the third time that Lavazza has chosen LaChapelle as the vehicle for the meaning of its brand. This time around, they gave LaChapelle – who was also tasked with the 2002 edition and contributed to 2012 — free reign to celebrate nature however he saw fit.
“Collaborating on Earth CelebrAction was an opportunity to continue on my imaginary journey, set in an idyllic paradise in which man and nature live together in harmony.”
"Each month's ethereal depiction is an ode to a different empowering word, including: defend, sustain, nourish, and breathe. By melding butterflies and waterfalls, planting a winding staircase in the middle of the forest, and juxtaposing a searing shade of orange against the hot black lava of a volcano, LaChapelle re-instates a sense of wonder and playfulness that increasingly seems out of reach, a utopia where carefree nymphs and a bounty of glistening red berries are the norm."
“I tried to show the magic of nature with fantasy images to create a sort of storybook, an ideal and spiritual way where the problems of climate change and exploitation of resources don't loom.”
"The Lavazza 2020 calendar, with photos by American photographer David LaChapelle is a testament to poetry and the search for beauty as the way to reconnect us with the environment and give the planet a future."
"The photographer best known for his surreal celebrity portraits has teamed up with Lavazza to create their 2020 calendar. Shot in Hawaii, his shoot is a hymn to the relationship between humankind and the natural word."
Shot amidst the landscape of the lush Hawaiian islands, LaChapelle explores a symbolic story in which the classical elements – fire, water, earth and air – come together in the presence of man in enthralling natural scenarios. The twelve images for each month of the year are a tribute to life and the transformational power of beauty that is capable of awakening and inspiring people, highlighting the reciprocity of all living things.
"LaChapelle has been able to interpret values in which we strongly believe and it was a privilege to work with him. We have touched on themes of great social impact and tried to tell the importance of reconnecting with nature."
At the 16th century palazzo-turned-luxury hotel Aman Venice, LaChapelle unveiled the project together with Francesca Lavazza, a member of the board of the Lavazza Group, as well as Michele Mariani, creative director of the Armando Testa agency, and Denis Curti, director of La Casa dei Tre Oci. Later in the evening, a barrage of Campari Spritzes served in the book-lined library further commemorated the occasion.
To celebrate the US reveal of the 2020 calendar, Lavazza hosted a public art experience at Casa Faena in Miami during Art Basel, during which guests had the opportunity to explore the fantastical images in a venue curated by LaChapelle himself. They also sampled the brand’s new ‘Tierra’ organic coffee, a sustainably sourced blend, bringing to life Lavazza’s commitment to sustainability, culture and innovation in the interactive three-day event.
At the launch event, American actress, model and animal rights activist Pamela Anderson joined LaChapelle and Lavazza’s US CEO Davide Riboni at Casa Faena’s Gitano, where guests enjoyed a performance by burlesque dancer, Perle Noire and music by DJ JonJon Battles. Coffee-infused specialty cocktails were served to the crowd of art world luminaries and tastemakers as the stunning images of the 2020 Calendar were projected on the walls of Casa Faena.
"Debuting the calendar in the United States with the help of David LaChapelle, who's equally dedicated to environmental conservation and art innovation, is a true reflection of Lavazza's mission and commitment to arts and sustainability."
David LaChapelle’s major exhibition hosted in Torino, with a special installation at the Reggia di Venaria, in the Citroniera delle Scuderie Juvarriane. Atti Divini invites visitors to experience an expansive survey of work from the American photographer.
Atti Divini presents for the first time some new LaChapelle’s works as New World (2017-2019), that represent the artist’s amazement at the sublime and the pursuit of spirituality in scenes of tropical utopia.
The exhibition curated by Denis Curti and Reiner Opoku, with an installation by Giovanni Tironi, is organized by Civita Mostre e Musei together with Consorzio delle Residenze Reali Sabaude, in collaboration with Lavazza.
The partnership between Lavazza and LaChapelle dates back to 2002 with the ‘Espresso & Fun’ calendar, which was presented in color for the first time in the brand’s ten-year history. This radical change, featuring LaChapelle’s unmistakable exuberance, originality and energy, translated into images featuring his surreal and ironic style and vibrant, saturated colors. The result was a successful coexistence between two completely different genres, based on the same ‘Espresso & Fun’ strategy: traditional Italian comedy ‘at home’ and the international reach of the stylish calendar and billboards campaign.
Their relationship was renewed ten years later with LaChapelle as one of the protagonists of ‘The Lavazzers,’ the 20th edition of the Calendar that brought together 12 masters of photography.
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