# Festival Tent Cafes This Lavazza Shop Shares Barista-Made Coffee at a Festival By Laura McQuarrie | Published 2016-08-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/coffee-at-a-festival References: [eventmagazine](http://www.eventmagazine.co.uk/inside-lavazza-dolce-vita-wilderness-festival/brands/article/1405038) & [lavazza-canada](http://www.lavazza-canada.ca/ca-en/) In order to help attendees enjoy coffee at a festival, Agency Amplify and coffee brand [Lavazza](https://www.trendhunter.com/trends/lavazza-wimbledon) set up shop at this year's Wilderness festival. The coffee shop put a focus on the authentic Italian heritage of the brand and offered a place for festival-goers to purchase coffee made by on-site baristas. Alongside the shop and cafe space, the Lavazza installation featured a space that was used to showcase latte art and teach workshops on [Green & Blacks](https://www.trendhunter.com/trends/green-river-honey) mocha and espresso martini drinks. In the evenings, the workshop space was transformed into an espresso martini cocktail bar, complete with a DJ. In order to keep festival-goers fully caffeinated, Lavazza also drove around tricycles that gave away complimentary coffee to people who were stationed at the [festival campsites](https://www.trendhunter.com/trends/instant-craft-coffee) early in the morning. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 56% | Activity: 68% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Authentic Italian Experience:** Opportunity to create immersive experiences that focus on a brand's cultural heritage at festivals. - **Barista-made Coffee On-the-go:** Opportunity to offer high-quality barista-made coffee through mobile cafes or pop-up shops at festivals. - **Coffee Workshops and Education:** Opportunity to engage festival-goers through workshops and demonstrations that educate and entertain. ### Where This Applies - **Event Planning and Management:** Opportunity to integrate branded experiences, like coffee shops, into events and festivals. - **Hospitality and Food Services:** Opportunity to offer high-quality coffee experiences to festival-goers through cafes and mobile coffee shops. - **Branding and Marketing:** Opportunity to leverage cultural heritage and immersive experiences to enhance brand awareness and loyalty. ## Related on Trend Hunter - [Rugged Roadtrip Coffee Activations](https://www.trendhunter.com/trends/arctic-coffee-and-isuzu.md) - [Espresso Martini Festivals](https://www.trendhunter.com/trends/espresso-martini-festival.md) - [Tennis-Themed Cafe Refreshments](https://www.trendhunter.com/trends/lavazza-wimbledon.md) - [Micro Workplace Cafe Concepts](https://www.trendhunter.com/trends/moments-by-lavazza-professional.md) - [Italian-Style Festival Piazzas](https://www.trendhunter.com/trends/aperol-spritz-piazza.md) - [Immersive Aperitivo Partnerships](https://www.trendhunter.com/trends/official-spritz-partner.md) - [Pop-Up Art Gallery Cafes](https://www.trendhunter.com/trends/saatchi-flowers-signature-cappuccino.md) - [Coffee Kiosk Designs](https://www.trendhunter.com/trends/valley-fair-kiosk.md) - [Confessional Cafe Pop-Ups](https://www.trendhunter.com/trends/kitchenaid-caffeine-confessions.md)