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.