Victoria Arduino and Starbucks Reserve Roastery in the sign of design

At the centre of the cafeteria, under the imposing mermaid, symbol of the American brand born over 50 years ago, the Creativity Re-Generation exhibition created on the occasion of Design Week has found space.

It’s project involving three female designers, very different in terms of generation, training and approach, who gave their own personal interpretation of the E1 Prima professional machine created by Victoria Arduino, historic brand of equipment for the coffee extraction owned by Simonelli Group.

Bloom is the name chosen for her work by Serena Confalonieri in a reference to the blooming phase, part of the coffee filtering process.

The designer, known for her works between product and graphic design, was inspired by the blossoming of flowers to symbolise the rebirth of people but also the virtuous rebirth given by recycling, since the 3D printing of the flowers used for the decoration was made with a material created by reusing regenerated coffee grounds.

With Piñata Coffee Break, the multifaceted Sara Ricciardi pursues her deeply aesthetic approach by imagining E1 Prima as the goddess of awakening, a figure that recalls the Inca mythology capable of transforming the morning coffee ritual into a moment between dream and wakefulness in which the drink turns into a real shower of energy.

Finally Chicco is a playful interpretation that transforms the coffee machine into a somewhat alien and messy character, but still very friendly with his wide open enameled copper eyes and giant ears.

A nice rascal who becomes part of our everyday life and refers precisely to the unconventional and visionary style of the well-known international designer Paola Navone (Otto Studio).