Nando Ottavi, president of Simonelli Group which owns the trademarks Nuova Simonelli and Victoria Arduino, reveals some of the background that has contributed to the creation of the philosophy and know-how of the Nuova Simonelli brand. He also comments on the evolution of espresso machines that have been a typical example of Made in Italy for over 50 years. Here are Nando Ottavi’s considerations.
Mr. Ottavi, let’s talk about Host and trade fairs in general to think about how these events are an important touchpoint for all professionals.
“Host represents the largest showcase for our sector in the world, and this is demonstrated by the large number of people present, which, after Covid, was very high this year. Operators from all over the world came to Milan to try to analyse all the products and innovations that our sector has to offer.
I believe that Host also represents the opportunity for new industry entrepreneurs to meet with operators and find all possible solutions to deal with the whole panorama of our sector.”
The Simonelli Group stand was the one with the highest innovation rate at Host
“Our goal and commitment since the beginning of the company’s founding in 1936 has been to focus on innovation. We can consider Orlando Simonelli, the founder of the company, a pioneer of innovation, because even then he produced an innovative machine.
With our entry into the Group in the 1970s, we continued on this path with the development of some key ideas based on innovation. There’s more: we sought to involve collaborators who embraced our ideas and, above all, our way of thinking and doing things.
On the other hand, Nuova Simonelli at that time was a very regionalized company. Our goal was immediately to internationalize the company, and this required innovative and Italian-designed machines.
It was a daring but at the same time cutting-edge idea. An almost pioneering idea because, at that time, thinking of being able to face a global world and becoming the leaders of our sector certainly required a lot of will and ambition.
But we did it and today we can say that we have been, and still are, global ambassadors of the coffee world.”
Mr. Ottavi, in your Group’s stand, the panel with the historic Nuova Simonelli models attracted a lot of attention. What led to this choice? Does history play such an important role in the company?
“Absolutely yes. The intention is to show visitors that behind the brand there is a history that since the 1970s has invited a continuous search for product innovation and that has sought to find solutions, which are ecological and sustainable but also regarding Italian design, which have now become a must for all companies. This is the history that we want to remember and that we are happy to celebrate on every occasion.
And at Host too we wanted to pay homage to the company’s history thanks to this panel, a choice that visitors welcomed with a certain enthusiasm.”
The machines represented on the Nuova Simonelli panel marked the turning point in the company in terms of innovation and were almost all presented at Host.
“Our machines were all presented at Host in Milan. For us, this fair has become the most important showcase of all the events in the world that we participate in.
Therefore, we cannot fail to present, at every event of the fair, a new machine or a new product and innovation, because it is from there that we commit ourselves to working for the next two years and looking to the next Host.
In fact, if we look back in history, in the two-year interval in which Host returns, Nuova Simonelli is always present with new products.”
Mr. Ottavi, being able to admire all this equipment together in such an important international Fair as Host, what does it tell us about the philosophy of Nuova Simonelli?
“We want to tell the story of our thirty-year commitment to product development. Today we often talk about sustainability, recycling, energy saving as if we had only just become aware of these issues.
Nuova Simonelli, on the contrary, has been thinking about these important issues for many years. Our machines are all characterized by a focus on sustainability: for example, they are made with recyclable materials. In addition, we have been trying for years to carry out analyses on our products to understand how much CO2 was consumed both in production and in the handling of the machines, with the aim of obtaining a significant reduction.
From the results of the university analyses, we have found that the CO2 emission during manufacturing is 5% on the total, while the remaining 95% concerns use.
We have therefore invested to identify solutions and technologies capable of reducing the energy consumption of the machine itself. I believe that if everyone followed this path, perhaps we would talk less about these problems and have more effective results.
We talked about the present and the future. Let’s take a step back: which historical models are the most meaningful to you? Is there an event you remember in particular in relation to the presentation of one of these models?
“The first trade fair we did in Milan in the 1970s when we presented the ISX model is still impressed in my memory, the first prototype of a machine that would be cutting-edge even today. Even in recent years, those who see that model are attracted by its construction and design.
That trade fair was the first for Nuova Simonelli, so I can’t help but remember that event, which increased our enthusiasm and generated great curiosity in all visitors.
Moving on in time, I can’t help but remember the two Simonelli models, the Program and the Aurelia, the machines in which the company began to feature an internal electronic control as early as the 1980s, such as dosing.
They were machines designed to make it easy for the operator to use. It is not by chance that the latest machine we presented in Milan, the NUOVA Aurelia, is inspired by these two products, Program and Aurelia, which have contributed to the success of the image and the growth of what has gone on to become Simonelli Group.
We have tried to follow the line that we adopted in those two machines, creating highly innovative products but easy-to-use for sector operators. The implementation of electronic controls of the machines themselves is also important for energy saving, for consistency of the result, and for speeding up the workflow.”
Is there a presentation or event that is particularly close to your heart?
“Of course, there have been many presentations in which we have always tried to do something new that could excite both us and our collaborators. The presentation of the first Aurelia in 2003 was really an opportunity to raise the standards of professional espresso coffee machines. We had developed the machine in collaboration with the European Institute of Ergonomics in order to allow the barista to work in simply and quickly, without getting tired.”
What differentiates the models of Nuova Simonelli espresso machines from 1970 to 2023? What has changed?
“In 1970, coffee machines were relatively simple and mechanical with abundant materials and high energy consumption. From then on, we have tried to modify that construction process and bring the necessary innovation for change.
When one thinks of being able to export and industrialize a product such as, in this case, a coffee machine, one cannot think of always proposing the same concept and selling it all over the world. Industrialization also means development and innovation. The machines of that time are completely different from those of today.
Today there is equipment that offers electronic controls: now the machine communicates with the grinder and together they do the work that once was done by an experienced barista. In Simonelli Group we have always tried to simplify the processes by creating simple and user-friendly machines that can consume less and less.”
Enzo Ferrari said that the best machine – or car – will always be the next one. You talked about this research and development that has always characterized Nuova Simonelli. Have we reached the maximum of the technical expression of the machines or will we play on other details? How can these machines improve?
“Enzo Ferrari was right. Technology and innovation have infinite potential. There will never be an end to improvement. Simonelli Group is always looking for better solutions for a more performing machine with less consumption with a greater implementation of artificial intelligence and by inserting more and more electronics in the next products. The future still holds many surprises for us.
I believe that innovation will never end and we must be careful in order to be always at the forefront. We want to be the ones who innovate, not the ones who copy. We look to the future and try to be the benchmark for the sector for the innovations of our next products.“
