Coffee has always been about the ritual as much as the drink itself. The first sip in the morning, the familiar smell filling the kitchen, the little pause before the day properly begins. But what happens when you take that ritual and rethink it from the ground up? That was the question Lavazza brought to New York last week with the launch of Tablì, a new espresso machine built around a simple idea: what if the future of coffee was just… coffee?
No more plastic. No more packaging. No more chemicals. Made entirely from coffee, Tablì’s innovative tabs bring a new level of precision and simplicity to the everyday brew, without compromising on flavor. To celebrate this launch, Lavazza transformed The Meatpacking Collective in NYC into an immersive space where guests could get a first look at the Tablì, explore different blends, discover other Lavazza products, and experience a completely new way of making their daily cup.
Dubbed the Lavazza 100% Coffee Bar, the activation took place at the US Open—where Lavazza is the official coffee. Seamlessly bringing together the brand's Italian heritage and the tournament’s larger-than-life energy, guests were invited to skip the usual “watch and learn” launch experience and actually get involved, interacting with the full range of Tablìs, up close and personal. Brooklyn-based DJ Linnéa Sanazaro provided upbeat tunes, setting the scene for the over 2,000 guests who passed through the space all weekend long.
The 100% Coffee Bar quickly became a favorite for US Open fans—because when you think about it, fast-paced tennis and premium coffee do kind of go hand in hand. Coffee-lovers could enjoy tastings directly from the Tablìs, as well as a mix of iced coffees and coffee drinks–like the Coco Chock and Caffè Emiliano–straight from the minds of Lavazza's recipe testers. Throughout the activation, Lavazza Brand Ambassadors led demonstrations, making sure everyone could experience the full scope of what the Tablì and its 100% coffee tabs have to offer.
Of course, Lavazza coffee was the weekend's main attraction—however, there was plenty of tennis-related action to go around. Tennis-ball-shaped vanilla and chocolate macarons and affogato servings added a sweet finish to the menu, while in the White Room, guests could indulge in a chill-out space complete with tennis-court-inspired flooring, a net installation, and a dedicated affogato stand, creating the perfect setting to slow down and enjoy even more coffee. And for the real tennis heads, guests could enter a sweepstakes for the chance to win a tennis ball signed by top-ranked Italian professional player Jannik Sinner.
The 100% Coffee Bar at the US Open was the ideal way to introduce the world to the Tablì: a perfect blend of relaxing coffee atmosphere, high-energy tennis culture, and New York's unstoppable on-the-go energy.
Find out more about Lavazza’s Tablì here.
