AM Club | The Fiat Heritage Centre and the Lavazza Museum

The Fiat Historic Centre and the Lavazza Museum are organising a joint guided tour Discovering two extraordinary collections: two seemingly different worlds that illustrate how corporate culture has helped to transform society, lifestyles and the collective imagination.

The exhibition focuses on the corporate museum as a place where a company’s history transcends the boundaries of a single brand and becomes a tool for understanding the economic, social and cultural changes of the 20th century and the present day.

Two museums, but above all two business stories that have become part of our collective history.

The Fiat Historical Centre is housed in the historic building on Corso Dante which, over the years, has reflected the transformations of Fiat and society: a workshop, a warehouse, a garage, an exhibition space, a company gym and a meeting place for employees. Today, the Centro Storico houses a collection of Fiat cars which, together with archive documents, photographs, posters and accounts of the company’s history, allows visitors to trace the evolution of the company and its products. This heritage brings to life the history of Fiat and chronicles the evolution of Turin and Italy through work, production, mobility and innovation.

The journey continues there, where the aroma of coffee meets the street. The Lavazza Museum – established in 2018 just a stone’s throw from where the founder, Luigi Lavazza, used to oversee the departure of vehicles for his attempted sales ventures – invites you to an exclusive experience blending history, design and culture. For the first time, the five iconic vehicles from the company’s fleet reveal their secrets in a unique guided tour, with a section of the exhibition spaces refurbished especially for the occasion.

It promises to be an unmissable event, offering a journey through the evolution of urban mobility and consumer trends, as told through the story of a brand that has shaped Italy’s history.

• Meeting: at the Fiat Historical Centre, Via Chiabrera 20 – Turin (meeting at 11.00) and at the Lavazza Museum, Via Bologna 32 – Turin (meeting at 15.00). The two tours are designed to be taken together, one after the other.
• Cost of guided tour: €7 for the Lavazza Museum, including a guided tour and coffee experience + €5 for a tour of the Fiat Historic Centre, to be paid on the day. Free entry with a Museum Pass.
• Reservations: T 011 52520 or the User Area on the Abbonamento Musei website