Studio Victoria Arduino and Starbucks Reserve Roastery, in collaboration with Interni and with the art direction of Giulio Cappellini, have promoted Creativity Re-Generation: a consultation aimed at customizing the machine E1 Prima, spearhead of Victoria Arduino nominated for the Compasso d'Oro 2022.
The designers invited to participate were Serena Confalonieri, Sara Ricciardi and Paola Navone - Studio OTTO.
Each designer has customized the iconic E1 Prima with a decoration capable of reflecting their own design vision, intervening on the sides and front of the machine.
Bloom by Serena Confalonieri
Bloom is the name of Confalonieri's work, and recalls both the blossoming of flowers and the blooming process: the Victoria Arduino and Starbucks Reserve Roastery, in collaboration with Interni and with the art direction of Giulio Cappellini , promoted a consultation that involved three designers, chosen for their different design settings, in the customization of the iconic E1 espresso machine First initial phase of 'pour over' filter extraction methods. The concept is based on the representation of two types of regeneration: natural and material.
The first refers to a revitalization symbolized by the blossoming of flowers and, in Confalonieri's reinterpretation, the floral elements 'are born' literally from E1, decorating it. That material, on the other hand, refers to the substance of which the decorative flowers are composed: a 3D print made with a material generated by reusing coffee grounds.
Piñata Coffee Break by Sara Ricciardi
For her Piñata Coffee Break project, Sara Ricciardi imagined a morning awakening in which you groped towards an ideal piñata: a totem to hit to release a high energy content. Her pattern for the E1 simulates the morning energy irradiation, with a coating made up of layers that surmount the car body, generating a graphic play between films, printed fabric and wood to create a three-dimensional totemic scenography.
Chicco by Paola Navone - OTTO Studio
With the Chicco concept by Paola Navone - OTTO Studio, the coffee machine is transformed into a cheerful character to interact with every day. Chicco has a stack of Reichenbach porcelain cups, mugs and saucers on his head, everyday objects that, even if imperfect, accompany the coffee ritual. His big eyes full of wonder, his giant ears and teapot handles add a playful touch and make Chicco friendly and pop.
The three works are exhibited at the Starbucks Reserve Roastery in Piazza Cordusio 3 from 6 to 13 June, in conjunction with the FuoriSalone.