From June 6-13, 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 machine, an efficient and iconic object closely linked to the world of design, presented in the prestigious setting of the Starbucks Reserve™ Roastery.
Creativity Re-Generation is part of the Interni magazine FuoriSalone 2022, which this year offers a unanimous reflection on the meaning of design in spaces and objects(read the article dedicated to the project).
Creativity Re-Generation has now become the way of living and creating design. This is material, social and global regeneration that responds to the desire to meet, exchange ideas and, together, build a new rebirth-said Giulio Cappellini, Ambassador of Italian Excellence in the World.
“What excites me is to create a link between the new generations of designers and something that is iconic and so closely connected to 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 a piece of furniture, an input of new creativity by involving three designers, Paola Navone, Serena Confalonieri and Sara Ricciardi, who are different in generation, creativity, intuition and in their way of knowing how to do something extraordinary. So we got three interpretations of theE1 Prima that are different in generation, experience, culture and place of origin.”
Watch thefull interview with Gilda Bojardi and Giulio Cappellini.
The designers’ installations will be on display from June 6 at the Starbucks Reserve™ Roastery. Victoria Arduino is a Starbucks partner as a global supplier of traditional coffee machines and coffee grinders for Starbucks Reserve™ Roastery and Starbucks Reserve™.
Starbucks Reserve Roastery, Piazza Cordusio, Milan
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. It is a fascinating experience, a journey into a multifaceted aesthetic universe and a glimpse into the future that reveals itself as a home on the border between the material and the non-material.
This space was conceived by Giulio Cappellini who, with extreme lightness, clear nuances and a few touches of color, positions the E1 Prima to offer visitors to the exhibition a sensory journey to discover quality coffees prepared by the specialized coffee roaster Cafezal. In the IBM Studios Pavilion, meeting and lounge spaces have been created with some symbolic examples of the Cappellini brand. They play an important role in the dialogue on innovation with virtually presented projects that were the result of collaboration with international students of the Master’s Degree in Interior Design and Digital Art Direction at Marangoni Design Campus.
