Florian Seidl
Italy
Florian Seidl is an Austrian design leader based in Turin, Italy, with over 20 years of experience spanning automotive exterior design and corporate design leadership. Since 2015, he has led Lavazza Group's corporate design function, built from scratch into a team recognized with more than 90 international design awards. Before Lavazza, he spent almost eight years as a senior exterior designer at Fiat's Centro Stile, contributing to the Fiat 500 model range. Earlier in his career, he worked on KTM motorcycle projects while at Kiska, a major Austrian design agency. Always with a strong feeling for brand identity and the bigger picture beyond the project as a mere product. Access Florian Seidl Newsroom
Featured Designs
Florian Seidl
Drinking Glass
The Cali glassware series, a creation by Officina Endorfino, blends personality with functionality. Its stackable design not only extends the product line but also subtly evokes the elegance of a chalice. The series features three distinct sizes, all crafted from borosilicate glass. This material allows for various color combinations and its unique properties create captivating reflections, playing with perceptions of volume, weight, and gravity. Additionally, the product packaging is made from recycled cardboard.
A' Bakeware, Tableware, Drinkware and Cookware Design Award - Platinum (2025) - Access Florian Seidl Drinking Glass Press Kit
Florian Seidl
Coffee Machine
Elogy Barista is a multi beverage system designed to offer Italian coffee culture: from espresso, to cappuccino, latte and hot chocolate. The design is building on Lavazzas established form language in this segment. Slightly more serious and professional but still recognizably Italian in surfacing, details and finish. A modern design full of personality that brings Italian coffee culture to every home. Che bello!
A' Home Appliances Design Award - Golden (2026) - Access Florian Seidl Coffee Machine Press Kit
Florian Seidl
Coffee Machine
Tabli is a new Lavazza system and represents a revolution in the world of single serve coffee. While capsule machines are extremely convenient and offer a great taste experience with guaranteed consistent quality, they also have a significant environmental impact. For this reason, Lavazza developed a completely capsule free system. A coffee tab without capsule. No aluminium. No plastic. No coating. Just ground coffee.
A' Home Appliances Design Award - Golden (2026) - Access Florian Seidl Coffee Machine Press Kit
Florian Seidl
Frother
Milk Easy Plus is a premium frother designed by Lavazza to deliver authentic Italian cappuccino at home, featuring a compact, conical shape and a user friendly interface inspired by the Tabli machine. It offers both hot and cold frothing, with a transparent lid for monitoring progress and easy cleaning. The product stands out for its simple operation, bold design, and use of post consumer recycled plastics, while maintaining high standards of aesthetics and quality.
A' Home Appliances Design Award - Silver (2026) - Access Florian Seidl Frother Press Kit
Florian Seidl
Coffee Machine
Classy Plus is an all in one espresso and coffee brewer designed for the North American market, offering the complete experience of Italian coffee culture from espresso to cappuccino or latte. In addition, the machine also has a filter coffee selection and a double shot function to cater for specific preferences of this market. Classy Plus is Ideal for small offices and conference rooms. Its slim design is building on Lavazza's established form language in this segment. It is characterised by a contrasting exterior shell enveloping the main body and embossed Lavazza logos on the sides.
A' Home Appliances Design Award - Platinum (2022) - Access Florian Seidl Coffee Machine Press Kit
Florian Seidl
Coffee Machine
Voicy is the first espresso machine with built-in voice assistant. A smart product combining quality coffee with functions provided by Alexa, all in a well designed and innovative device. The user can interact through the UI, voice commands, or use the app to check status, consumption, order coffee and, above all, make espresso. Innovation, functionality, and aesthetics in harmony to meet the needs of users who experience their coffee ritual in an increasingly personalized way.
A' Home Appliances Design Award - Platinum (2022) - Access Florian Seidl Coffee Machine Press Kit
Florian Seidl
Drinking Glass
The design of the Tube glassware series is inspired by borosilicate glass, which is known for its material properties. The collection features a double wall structure, recalling a floating test tube inside a transparent external support. The flat-bottomed tumbler comes in three stackable sizes, suitable for hot or cold drinks. The material allows for various shapes and colours, and the glasses are ergonomic and dishwasher safe. The packaging is made from recycled cardboard, emphasizing sustainability.
A' Bakeware, Tableware, Drinkware and Cookware Design Award - Silver (2025) - Access Florian Seidl Drinking Glass Press Kit
Florian Seidl
Drinking Glass
The Star glassware series is designed with a flowing gesture that combines a rounded base with an external ring for added stability. The collection is based on a stackable and modular design concept. The series is made from borosilicate glass and includes three different sizes. They are dishwasher safe and highly transparent and available in different colours. The glass is recyclable, and the packaging is made from recycled cardboard.
A' Bakeware, Tableware, Drinkware and Cookware Design Award - Silver (2025) - Access Florian Seidl Drinking Glass Press Kit
Florian Seidl
Workplace Beverage System
Introducing the Flavia Aroma, designed for North American coffee enthusiasts seeking convenience and quality. This state of the art brewer delivers aromatic coffee and other beverages. Its compact design fits small and home offices. The machine boasts a unique brewing system guaranteeing perfect in cup results without cross contamination. The patented freshpack offers a range of beverages from different brands in multiple sizes. The brewer is easy to clean and certified for commercial use.
A' Home Appliances Design Award - Bronze (2026) - Access Florian Seidl Workplace Beverage System Press Kit
Florian Seidl
Espresso Machine
Lavazza continues its commitment to sustainability by launching Tiny Eco, it's first coffee machine made from recycled plastic and compostable coffee capsules. Overall life cycle assessment, energy consumption and noise level were important aspects in the product development process. Designed with lots of love in Italy, it celebrates its Mediterranean identity with attention to detail, colours and finishes. The shape is made from intersecting volumes to reduce visual mass. It is simple and easy to use. Only one touch and just a few seconds. Enjoy!
A' Home Appliances Design Award - Golden (2023) - Access Florian Seidl Espresso Machine Press Kit
Florian Seidl
Coffee Machine
This coffee machine with integrated milk frother offers the complete package of Italian coffee culture: from espresso to cappuccino or latte. The design takes inspiration from Italian coffee shops and bars and is an evolution of Lavazza's existing form language. It is characterised by a big, seamless shell with three-dimensional Lavazza logo on the side. Metal accents underline the main touch points like lever, drip grid and UI. The Lavazza in Black system also offers peel-able coffee pods that can be recycled more easily. A lot of work went into reducing noise level and energy consumption.
A' Home Appliances Design Award - Platinum (2021) - Access Florian Seidl Coffee Machine Press Kit
Florian Seidl
Vending Machine
Klix Advanta matches clean design, a modern user interface with a wide selection of drinks and Lavazza at its heart! Advanta is designed to redefine the vending machine experience. Giving shape and expression to technology and brand values through exceptional taste and a balance of efficiency and elegance. The patented in cup technology delivers drinks without any cross contamination. Ingredients are sealed in the innovative eco cup. Made with sustainably sourced paper and coated with water based barrier it is the first paper cup without plastic lining.
A' Office and Business Appliances Design Award - Silver (2024) - Access Florian Seidl Vending Machine Press Kit
Florian Seidl
Drinking Glass
The design of the Base series focuses on the function of a drinking glass, highlighting the contrast between being empty or full. The glasses are made from borosilicate glass. Thin and delicate, but with a solid base with a lot of depth. The series includes three sizes: 200ml, 330ml, and 500ml, and is designed to be stackable. The packaging is made from recycled cardboard, emphasizing sustainability.
A' Bakeware, Tableware, Drinkware and Cookware Design Award - Bronze (2025) - Access Florian Seidl Drinking Glass Press Kit
Florian Seidl
Coffee Machine
Inovy Mini is part of a a new range of espresso machines developed by Lavazza especially for the professional segment. It is the smallest of these machines and mainly intended for small offices and hotel rooms. The design is an evolution of Lavazza's form language in this business channel. It has a more serious, professional colour scheme but is still recognizably Italian in execution and finish. In some markets the product is also known as Classy Mini and Elogy Mini is a special version for home use.
A' Home Appliances Design Award - Golden (2022) - Access Florian Seidl Coffee Machine Press Kit
Florian Seidl
Coffee Machine
A friendly machine designed to offer the complete package of Italian coffee culture: from espresso to authentic cappuccino or latte. The touch interface arranges the selections in two seperate groups – one for coffee and one for milk. The drinks can be personalized with boost functions for temperature and milk foam. Necessary service is indicated in the center with illuminated icons. The machine comes with a dedicated glass mug and applies Lavazza’s form language with controlled surfacing, refined details and special attention to colors, materials & finish.
A' Home Appliances Design Award - Platinum (2020) - Access Florian Seidl Coffee Machine Press Kit
Florian Seidl
Coffee Machine
A perfect solution for coffee lovers looking for proper Italian espresso experience at home. The touch sensitive user interface with acoustic feedback has four selections and a temperature boost function offering a tailor made experience for every taste or occasion. The machine indicates missing water, a full caps container or the necessity for descaling through additional illuminated icons and the drip tray can be adjusted easily. The design with its open spirit, quality surfacing and sophisticated detailing is an evolution of Lavazza’s established form language.
A' Home Appliances Design Award - Platinum (2020) - Access Florian Seidl Coffee Machine Press Kit
Florian Seidl
Espresso Machine
A small, friendly espresso machine bringing authentic Italian coffee experience to your home. The design is joyfully Mediterranean – composed of basic formal building blocks – celebrating colours and applying Lavazza’s design language in surfacing and detailing. The main shell is made from one piece and has soft but precisely controlled surfaces. The central crest adds visual structure and the frontal pattern repeats the horizontal theme often present on Lavazza products.
A' Home Appliances Design Award - Platinum (2020) - Access Florian Seidl Espresso Machine Press Kit
Florian Seidl
Workplace Beverage System
The Flavia C300 is a midsize workplace beverage system, a professional yet sensual product. The compact footprint and smart technology relate to specific needs of modern workplaces and the intuitive user interface makes it simple to craft delicious drinks with perfectly balanced flavor every time without any cross contamination. Together with the Chill Refresh this all-in-one beverage system offers hot and cold drinks that will keep everyone satisfied.
A' Office and Business Appliances Design Award - Bronze (2024) - Access Florian Seidl Workplace Beverage System Press Kit
Florian Seidl
Milk Frother
MilkUp lets you enjoy authentic Italian cappuccino at home. Quietly and efficiently preparing different recipes using magnetic induction. The elegant design is composed of bold, colourful, and simple elements with high-quality surfacing and materials. The backlit "stop and go" button is emphasized visually by a coloured ring. The jug is made from brushed Inox and has no internal moving parts. This makes it easy to clean by hand or in the dishwasher. It has clear marks for minimum and maximum levels on the inside and an ergonomic handle. The whisk has a dedicated storage area on top of the lid.
A' Home Appliances Design Award - Silver (2021) - Access Florian Seidl Milk Frother Press Kit
Florian Seidl
trail running shoe
A light weight trail running shoe that uses innovative materials and production techniques but also builds on traditional know-how to create a new running experience. The upper is made from semi-rigid panels like a stretchy exoskeleton - robust, water repellant and breathable. It has a carbon toe cap and precisely defined flex zones. Traditional lacing is easily adjustable, the sock-like inner and custom 3D printed insole guarantee perfect fit. The midsole is thin and has variable tread inlays. Feet are well protected and supported - empowering runners to perform better.
A' Footwear, Shoes and Boots Design Award - Iron (2016) - Access Florian Seidl trail running shoe Press Kit