© Philippe Lemaire
A giant cup of steaming Lavazza coffee welcomes visitors to the Italy Pavilion at Expo 2015.
The "smoke" consists of a swirl of words and images related to the Lavazza world.
The design is the work of architect Fabio Novembre, who already worked with Lavazza in 2011 to create and arrange the exhibition celebrating the twentieth anniversary of the brand's Calendar.
The star of the Lavazza stand is ¡Tierra! Intenso, the 100% sustainable blend, named after the company's first social responsibility project, which Lavazza has been carrying out entirely by itself since 2002.
¡Tierra! is also the first sustainability project to give rise to a range of high-quality products that continues to grow.