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

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.

E1 Prima participates in the XXVII Compasso D’oro

E1 Prima participates in the XXVII Compasso d’Oro Award

E1 Prima  is to take part in the XXVII Compasso d’Oro, the oldest and most authoritative world design award. For the occasion, the international jury, called upon to consider all the candidate products for the coveted award, has been able to see a special version of Eagle One Prima, designed by Giulio Cappellini, the designer and ambassador of Italian creative excellence in the world. The special version has been given the name Black Out, “all black for the Victoria Arduino E1 Prima – states Giulio Cappellini – in alternating gloss and matt finishes that emphasise the rounded, timeless forms of this object.

Prima’s purity of design opens up to highly differing interpretations, ranging from nostalgic to hyper-contemporary, as in the case of Black Out. This is a product that is beautiful both to look at and to use. It’s essential, concise and expressed in a colour that, along with white, has defined and recounted the objects that have made the history of design”.

E1 Prima Black Out and all the candidate design products for the XXVII Compasso d’Oro Award, will be displayed in a special exhibition to be opened at the ADI Design Museum on 20 June and which will run until 11 September 2022.

Founded in 1954, the ADI Compasso d’Oro was the brainchild of Gio Ponti and for many years it was organised by the Rinascente department stores with the purpose of drawing attention to the value and quality of Italian design products, which, at that time, were still in their infancy.  Subsequently, it was donated to the ADI (Industrial Design Association) which, since 1958, has been responsible for the organisation and for ensuring the impartiality and integrity of the event. The Compasso d’Oro is given on the basis of a preselection procedure at the ADI Permanent Design Observatory which consists of a panel of experts, designers, specialised journalists, ADI members or external figures who are all constantly committed, year after year, to gathering information, evaluating and selecting the best products that are then published in the ADI Design Index yearbooks.


Over the next three years Victoria Arduino will continue to support the best baristas in the world with Mythos, the official grinder of the World Barista Championship. Victoria Arduino continues its long collaboration with World Coffee Events, sharing the goal of promoting high quality coffee.


“I am proud to confirm our sponsorship for the most prestigious competition in the world, the WBC – said Fabio Ceccarani, CEO of Simonelli Group (owner of Victoria Arduino brand). “Being a WBC partner ensures Victoria Arduino the possibility to remain close to the front end of the coffee supply chain, understanding insights and driving Simonelli Group’s technological innovation toward supporting the SCA and the coffee community as best as we can. We’d like to congratulate all the sponsors who, together with Simonelli Group and Victoria Arduino, will have an active role in the next cycle of WBC competitions.”

The relationship with the WCE has been built and strengthened over the years, not as a simple evolution, but as a real revolution, a change in the standards for the coffee world and in the quality of the world’s most significant coffee event. WBC sponsor since 2009, Simonelli Group introduced important technologies allowing baristas to have greater control over the extraction. “After the great collaboration we had with the WBC through our coffee machines – continues Ceccarani – now we would like to enrich our experience by providing the competition our grinders Mythos, today undisputed and well-known leading products in the specialty grinding worldwide”.

During the next years, the strategic programs of Simonelli Group and SCA will see the company more and more involved in different initiatives in the field of Education, Research, Retail, Sustainability, alongside with competitions. “We will provide our technolgical know-how and our coffee culture, as well as our long experience in the competitions’ world, to contribute to the success of all SCA initiatives”, Ceccarani said.

Today Simonelli Group starts a new chapter of its collaboration with SCA and WCE. With Mythos, the company will bring all its grinding expertise to raise quality standards and contribute to the growth and promotion of quality coffee, once again.

Read the full article by SCA: “Announcing the 2022-2025 World Barista Championship Qualified Sponsors”

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