MILAN – From the 6th to 13th June, during FuoriSalone 2022, Interni Magazine, Victoria Arduino and Starbucks Reserve Roastery present “Creativity Re-Generation”. The project consists of three designers’ creative interpretations of the E1 Prima espresso coffee machine, an efficient and iconic object that is closely linked to the world of design, presented in the prestigious setting of the Starbucks Reserve Roastery.
Creativity Re-generation
Creativity Re-Generation is part of Interni magazine’s FuoriSalone 2022 which this year offers a unanimous consideration on the sense of design in spaces and objects.
“Creativity Re-Generation” has now become the way to experience and create design. This is material, social and global regeneration which addresses the desire to meet, to exchange ideas and, together, to build a new rebirth – stated Giulio Cappellini, the Ambassador for Italian Excellence in the World.
“What thrills me is creating a link between the new generations of designers and something iconic and so closely connected with the history of design” commented Gilda Bojardi, director of Interni and creator in 1990 of the idea of FuoriSalone.
“So, we decided to work on E1 Prima as an item of decor, an input of new creativity involving three designers, Paola Navone, Serena Confalonieri and Sara Ricciardi, who are different in their generation, their creativity, their intuition and in their ways of knowing how to do something extraordinary.”
The designers
“This is how we obtained three interpretations of E1 Prima that are different by generation, by experience, by culture and by place of origin”.
The designers’ installations will be on display from 6 June at the Starbucks Reserve Roastery. Victoria Arduino is a Starbucks partner as its global supplier of traditional coffee machines and grinders for Starbucks Reserve™ Roastery and Starbucks Reserve.
Each designer interpreted the iconic E1 Prima with a decor solution that reflects their design visions by working on the sides and front of the machine. Bloom is the name of the work by Serena Confalonieri which suggests the blooming of flowers as well as the coffee blooming process: the initial part of the ‘pour over’ filter extraction method.
The concept is based on the representation of two types of regeneration: natural and material. Natural regeneration refers to revitalisation symbolised by the blooming of flowers that blossom from the E1 Prima, and thus decorate it. Whereas material regeneration refers to the substance from which decorative flowers are made: a 3D print produced from the material generated from coffee grounds.
Different patterns
For the Piñata Coffee Break, Sara Ricciardi imagined a morning awakening where she stumbles her way towards an ideal piñata: a totem to be hit to release a large quantity of energy. Her pattern for the E1 Prima simulates the morning hit of energy, with a covering made up of layers over the body of the machine that generate a graphic effect consisting of film, printed fabric and wood that creates a three-dimensional totem scene.
With the Chicco concept by Paola Navone – OTTO Studio, the coffee machine transforms into a cheerful character to interact with every day. On Chicco’s head there is a pile of different-sized Reichenbach porcelain cups and plates, everyday objects that, albeit imperfect, accompany the coffee ritual.
Its special eyes are hand-made in enamelled copper and come from a miniscule shop in the market of Ahmedabad, a town on the border with Pakistan. Its giant ears and the teapot handles add a joyful touch that make Chicco friendly and “pop”.
“Design offers an exemplary interpretation of changes, in both places and objects. The spaces and the manufactured things we choose to interact with and experience progressively become more and more a representation of ourselves and our values” – said Fabio Ceccarani, CEO of Simonelli Group, which owns the Victoria Arduino trademark.
“The aim of the collaboration between Victoria Arduino, Interni and Starbucks Reserve™ Roastery is precisely to show how creative regeneration can produce a better quality of life for those who live in places and use objects with the common intent of finding concrete solution for improving the present and the future.”
E1 Prima for Cappellini at FuoriSalone 2022. IBM Studios presents an exhibition of the iconic brand and a sensory journey with E1 Prima and Cafezal.
Creativity Re-generation during Design Week
During Design Week, Victoria Arduino E1 Prima will also be present at a double exhibition of the iconic Cappellini brand in the IBM Studios Pavilion in Piazza Gae Aulenti.
A captivating experience, a journey into a multifaceted aesthetic universe and a glance into the future that reveals itself as a house on the brink between the material and the non-material.
This space was the brainchild of Giulio Cappellini who, with extreme lightness, clear nuances and a few touches of colour, places the E1 Prima to offer exhibition visitors a sensory journey to discover quality coffees prepared by the speciality coffee roaster Cafezal. In the IBM Studios Pavilion, meeting and lounge spaces have been created featuring some symbolic examples of the Cappellini trademark.
They play an important role in the innovation dialogue with virtually presented projects that were a result of the collaboration with the international students of the Master’s in Interior Design and Digital Art Direction at the Marangoni Design Campus.
Useful addresses
- Starbucks Reserve™ Roastery, Piazza Cordusio, Milan
- IBM Studios, Piazza Gae Aulenti, Milan
