How Lavazza brought “The Aroma of Sound” to the Milan Triennale An event not to be missed: the launch of the Canal Grande Filter from the Tales of Italy collection
Yesterday, Thursday 28 May, Voce, the new multifunctional space dedicated to music and sound inaugurated in 2025 inside the Triennale di Milano, hosted one of the most original events of the season: L'aroma del suono, the experiential project with which Lavazza celebrated the launch of Filtro Canal Grande, the new blend in the Tales of Italy collection designed to bring the soul of Venice to the cup.
The choice of location was not accidental. Voce, with its vocation for contamination between music, design and contemporary culture, represented the ideal context for an event that explicitly aimed to redefine the boundary between product and artistic performance. The initiative responds to a profound transformation in the way especially younger generations relate to coffee: 45% of young people today place great value on the possibility of experiencing new consumption methods, transforming the daily gesture into a full sensory experience. Slower preparations compared to traditional espresso, capable of bringing out the most subtle characteristics of each blend, are gaining increasing consensus even in contexts such as listening bars, spaces where music, design and conviviality merge in an intimate and conscious atmosphere.
A selected audience of insiders and industry experts was offered an articulated path divided into a series of slots, each of which included an introduction to the project, a performance at the counter and a tasting accompanied by live music.
At the center of the entire experience was Davide “Boosta” Dileo, multi-instrumentalist, producer, composer and co-founder of Subsonica, who composed and performed live an unreleased track born from a creative process as unusual as it was rigorous. The team sampled every sound related to the product and its use: the clinking of cups, the noise of coffee machines, the voices of baristas and their customers. From that raw sound material, a piece was built that is at the same time a Venetian urban landscape and a sensory manifesto of the blend itself.
The underlying idea takes up and expands the collaboration already started between Boosta and Lavazza with 130 Coffee Beats, a sound experiment created to celebrate the brand’s 130th anniversary through the sounds of the coffee world. This time, however, the protagonist is not traditional espresso but filter preparation, a slow extraction method that Lavazza wanted to place at the center of a broader and more reflective sensory narrative. As Dileo himself stated, in filter — both in music and in coffee — lies the ability to bring out the essential. An attention to the quality of listening and to space that, the artist anticipated, will soon take shape also in a new personal project in Turin, a place designed to make music, encounters and contemporary culture dialogue.
Filtro Canal Grande is a blend composed of 100% Arabica from Rainforest Alliance certified plantations, with aromatic notes of chocolate and toasted hazelnut, designed for both hot and cold extractions. It is part of the Tales of Italy collection, a project dedicated to professionals that reinterprets the tradition of Italian espresso through four references inspired by as many iconic places in the country: Milan with Galleria, Venice with Canal Grande, Rome with Trastevere and Naples with Riviera di Chiaia. A project rooted in over 130 years of history and know-how of the Turin-based brand, renewing the recipes of the great Italian café classics with contemporary aromatic profiles and an elegant and persistent taste.
The event represented a declaredly alternative choice to traditional communication. Instead of a conventional campaign, Lavazza chose to tell a new category of flavors as an experience to be lived and above all to be listened to. Because when the coffee is good, you can hear it.