Lavazzas-calendar--Yes--we-re-Open--2023--artistic-masterpiece-Yes--by-Alex-Prager-November-2022

Lavazza's calendar "Yes, we`re Open" 2023 - artistic masterpiece "Yes, by Alex Prager, November 2022

Lifestyle / Fashion Calendar, 27 November 2022

Lavazza 2023 artistic masterpiece calendar "Yes, we`re Open" by Alex Prager. One of the favourite projects of big brands is to make calendars to connect with art and creativity. How can you possibly create something new? With "Yes, we`re Open", the Italian coffee manufacturer Lavazza is staging the "parallel universe of the café bar". US photographer Alex Prager was chosen to show familiar yet scary images of figures that represent a synthesis of fiction and reality. Through this artistic decision, a masterpiece has been created for the coffee manufacturer.

Lavazza Calender 2023 Photos by Alex Prager

Courtesy of Lavazza

Cover of Lavazza Calender 2023 Photos by Alex Prager

Courtesy of Lavazza

Düsseldorf, 26 November 2022: One of the favourite projects of big brands is to make calendars to combine with art and creativity. How can you possibly create something new?

Lavazza calendars have been created by renowned photographers for over 30 years. This time, the coffee manufacturer is going back to its roots. The Lavazza 2023 calendar "Yes, we`re Open" stages the café bar, described by Lavazza as the "parallel universe café bar". The setting for life, the café experiences the ups and downs of its visitors from first meeting to tragedy, all about coffee, the social drink of our time. Especially after the Corona-induced break-up, people are flocking to cafés and restaurants again. "Yes, we`re Open" was created under the creative direction of the Italian agency Armando Testa.

The calendar was loaded with yet another meaning. For the past 10 years, the calendars have also focused on the theme of sustainability. Accordingly, the photographer Alex Prager was chosen for this task. Born and raised in Los Angeles, she is one of the most renowned art photographers in the world.

Alex Prager is known for her lush, large-scale theatrically staged photographs that unfold in gorgeous technical colours. The scenes are reminiscent of Hollywood glamour, or neo-noir world.

She stages the artificial and yet allows something real to happen in it. Her figures, thought out by the photographer down to the smallest detail, seem to be frozen in the moment and experience the most diverse situations from mysterious, inexplicable to everyday, always in an eerie, dream-like atmosphere.

The photographer is concerned that her works are beautiful and pleasing, but show the overload of contemporary problems. Alex Prager herself describes them as a "contemporary scream."

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Alex Prager has designed her calendar in her typical style and full of warmth. In cafés and bars, the roots of Italian coffee, one is allowed to arrive in the truest sense of the word. You are not judged and categorised. Alex Prager is right in the middle of things and lets the guest, surrounded by the smell of coffee, get very close to strangers.

Click here for the photos:

Launch of the Lavazza Calendar 2023. Susanne Wege (l.), General Manager, Lavazza Deutschland and Francesca Lavazza / ©Lavazza Alethea Magazine

Launch of the Lavazza Calendar 2023. Susanne Wege (l.), General Manager, Lavazza Germany and Francesca Lavazza / ©Lavazza

September - Lavazza Calender 2023

Photos by Alex Prager Courtesy of Lavazza

May - Lavazza Calender 2023 Photos by Alex Prager

Courtesy of Lavazza

February - Lavazza Calender 2023 Photos by Alex Prager Courtesy of Lavazza

January - Lavazza Calender 2023 Photos by Alex Prager

Courtesy of Lavazza

November - Lavazza Calender 2023 Photos by Alex Prager Courtesy of Lavazza

Lifestyle / Fashion Calendar, 26 November 2022

Zu Lieblingsprojekten großer Marken gehört es, Kalender zu machen, um sich mit Kunst und Kreativität zu verbinden. Ist es möglich, etwas Neues schaffen? Der italienische Kaffeehersteller Lavazza inszeniert mit „Yes, we`re Open“, das „Paralleluniversum Cafébar“. Gewählt hat man US Fotografin Alex Prager, deren vertraute und doch unheimliche Bilder Figuren zeigen, die eine Synthese aus Fiktion und Realität darstellen.

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Düsseldorf, 27. November 2022: Zu Lieblingsprojekten großer Marken gehört es Kalender zu machen, um sich mit Kunst und Kreativität zu verbinden. Wie kann man überhaupt noch etwas Neues schaffen? Lavazza aus Italien lässt seit 30 Jahren von renommierten Fotografen einen Kalender erstellen. Dieses Mal geht der Kaffeehersteller auf seine Wurzeln zurück. Der Lavazza 2023 Kalender „Yes, we`re Open“ inszeniert die Cafébar, von Lavazza als „Paralleluniversum Cafébar“ bezeichnet. Schauplatz des Lebens, erlebt das Café die Höhen und Tiefen seiner Besucher vom ersten Treffen bis hin zur Tragödie, alles rund um den Kaffee, das soziale Getränk unserer Zeit. Besonders nach der Corona bedingten Trennung strömen Menschen wieder in Cafés und Restaurants. Der Kalender entstand im übrigen unter der kreativen Leitung der italienischen Agentur Armando Testa.

Der Kalender wurde noch mit einer weiteren Bedeutung beladen. Seit 10 Jahren fokussieren sich die Kalender nämlich auch auf das Thema Nachhaltigkeit. Dementsprechend wählte man für diese Aufgabe die Fotografin Alex Prager. Die in Los Angeles geborene und aufgewachsene Künstlerin gehört zu den renommiertesten Kunstfotografinnen der Welt. Durch diese künstlerische Entscheidung ist dem Kaffeehersteller ein Meisterwerk gelungen.

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Alex Prager ist bekannt für ihre üppigen, großformatigen und theatralisch inszenierten Fotografien, die sich in prächtigen technischen Farben entfalten. Die Szenen erinnern an Hollywood Glamour, Neo-Noir-Welt.

Sie inszeniert das Künstliche und lässt doch etwas Reales darin geschehen. Ihre, von der Fotografin bis ins kleinste Detail durchdachten Figuren scheinen im Moment gefroren zu sein und durchleben die unterschiedlichsten Situationen von mysteriös, unerklärlich bis hin zu alltäglich, stets in einer unheimlichen, traumartigen Atmosphäre.

Der Fotografin geht es darum, dass ihre Werke schön und gefällig sind, aber die Überlastung mit den Problemen der heutigen Zeit zeigen. Alex Prager bezeichnet sie selbst als „zeitgenössischen Schrei“.

Alex Prager hat ihren Kalender in ihrem typischen Stil und voller Wärme gestaltet. In Cafés und Bars, den Wurzeln des italienischen Kaffees, darf man im wahrsten Sinne des Wortes ankommen. Man wird nicht beurteilt und in Kategorien eingeordnet. Alex Prager ist mittendrin und lässt dem Gast, umgeben von Kaffeeduft, fremden Menschen ganz nah sein.

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