Designers share interpretations of the Victoria Arduino E1 Prima at Starbucks Reserve Roastery

E1 Prima

Victoria Arduino, Starbucks Reserve Roastery and Interni Magazine will present the ‘Creativity Re-Generation’ project from 6 to 13 June during FuoriSalone 2022.

The project consists of three designers’ creative interpretations of the E1 Prima espresso coffee machine, presented at Starbucks Reserve Roastery in Milan.

“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,” says Gilda Bojardi, Director of Interni and FuoriSalone Founder.

“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.”

Each designer interpreted the E1 Prima with a decor solution that reflects their design visions by working on the sides and front of the machine. Bloom is the name of the work by Serena, which suggests the blooming of flowers as well as the coffee blooming process.

For the Piñata Coffee Break, designer Sara imagined a morning awakening where she stumbles her way towards an ideal piñata, a totem to be hit to release a large quantity of energy.

OTTO Studio’s Paola created the Chicco concept, where the coffee machine transforms into a cheerful character to interact with every day. On Chicco’s head there is a pile of different-sized Reichenbach porcelain cups and plates. Everyday objects that, albeit imperfect, accompany the coffee ritual.

“Design offers an exemplary interpretation of changes, in both places and objects. The spaces and the manufactured things we choose to interact with, and experience progressively become more and more a representation of ourselves and our values,” says Fabio Ceccarani, CEO of Simonelli Group.

“The aim of the collaboration between Victoria Arduino, Interni and Starbucks Reserve Roastery is precisely to show how creative regeneration can produce a better quality of life for those who live in places and use objects with the common intent of finding concrete solution for improving the present and the future.”

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