Creativity Re-Generation. At Fuorisalone 2022 three designers offer their interpretations of the E1 Prima at Starbucks Reserve™ Roastery

Creativity Re-Generation. At Fuorisalone 2022 three designers offer their interpretations of the E1 Prima at Starbucks Reserve™ Roastery

From 6 to 13 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 is part of Interni magazine’s FuoriSalone 2022 which this year offers a unanimous consideration on the sense of design in spaces and objects (read the article dedicated to the project).

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. This is how we obtained three interpretations of E1 Prima that are different by generation, by experience, by culture and by place of origin”.

Watch the full interview with Gilda Bojardi e Giulio Cappellini.

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™.

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

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.