Inside Nuvola Lavazza

Descrizione

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...

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