INSIDE NUVOLA LAVAZZA A HUB FOR STRATEGIC COMMUNICATION, COMPANY VALUES, AND VISION

The study of corporate headquarters is an interdisciplinary field in which architecture and sociology often intersect. This book describes the different communicative functions that a corporate headquarters can embody. Specifically, it analyzes how strategic communication can contribute to the transformation of a building into a vibrant combination of messages, people, relationships, visual stimuli, stories, and more. Communication itself has shaped the Nuvola Lavazza project from the very beginning and continues to do so, highlighting the communicative side of each decision taken by the top management and leading the project to incisively unfold its effects in and for society. Nuvola is a flagship of Lavazza’s way of communicating, a symbolic and “living” manifesto of strategic communication in its broadest sense. The Nuvola Lavazza project serves as a valuable case study for communication scholars, professionals, and students. This book aims to strengthen the bridge between academic research and professional practice. On the one hand, the study reflects on how an already completed project can offer stimuli for academic research. On the other hand, the book includes fourteen contributions by scholars from all over the world on the most relevant and current issues in the strategic communication debate, which are employed here to interpret and highlight the choices made by the Lavazza family and the management team.