Although having a great business success and large-scale global operations the company is still run by the Lavazza family in Turin. Significant for the brand is their approach and close proximity to design, seen every year at Salone del Mobile in Milan, and manifested in their products and innovation.
Another cultural approach is the annual Lavazza calendar, which includes the work of photographers like Annie Leibovitz, David LaChapelle and 2010 edition by Miles Aldrige.