FUORI SALONE 2013
The combination of flavour and design was the true star of Fuorisalone 2013, the extensive program of ancillary activities that captured Milan's imagination during the International Furniture Exhibition in Milan that wrapped up on Sunday, 14 April.
There's nothing quite like flavour that can attract such enormous public interest. And there's no public like the international design public, with its keen eye for form and substance.
So Lavazza clearly played a central role in an event that celebrates the marriage of the eye and the palate: it has been quite a few years now since 2002, when the company brought in great chefs — those with the closest attention to the design of their dishes — to work together to invent new flavours, new forms, new ideas. The collaboration with Ferran Adrià, who needs no introduction, was launched in 2002: “best chef of the decade”, a benchmark for gastronomy around the globe.
Since then, the Lavazza-flavour-design marriage has travelled a long road, under the banners of the greatest talents and especially of the Espresso Based Beverages Division of the Lavazza Training Center.
The results of this history, stretching back over a decade, were enjoyed by thousands of people in the Lavazza Experience Space, a must-see stop on the Food&Design circuit designed by RCS Mediagroup – one of the main international multimedia publishing groups in Italy – for Fuorisalone.
During the Lavazza Experience, the stars were the three great Italian chefs chosen by Lavazza for a future-oriented collaboration: Massimo Bottura, Antonino Cannavacciuolo and Davide Oldani. They presented the web videos they each star in, recounting three different, very personal approaches to the A Modo Mio blends; they were the stars of the sold-out "Conversation on Flavour and Design Around a Cup of Lavazza Coffee," moderated by Camilla Baresani on 11 April.
The Lavazza Experience was a very diverse program held in the three areas of the location: the Coffee Garden — where the Table of Aromas became the focus of the Space, a place where the public could select their own A Modo Mio blend with help from Lavazza staff, the Lavazza Coffee Area — in which, capsule in hand, visitors decided whether to sample a pure espresso or one of the recipes made using the
Favola Cappuccino — and especially the Coffee Design Area, with an exhibition dedicated to Lavazza and design, where the public could not only enjoy an espresso, but also retrace the long love story between coffee and design, including examples of innovation in product and form with the
In addition to the three stars, the Lavazza space also played host to three events entitled “Knowledge, Design and Flavour. Conversations with the Chefs and Designers" moderated by design philosopher Virginio Briatore. And there's more — eleven workshops for the public and bloggers dedicated to tasting Coffee Design under the guidance of Lavazza experts, all sold out, garnered the enthusiastic participation of 350 people.
Finally, outside the Lavazza Experience space, tens of thousands of visitors to the RCS* "Food&Design" circuit also tasted an Italian espresso: Lavazza was the official coffee of all the show rooms.
The results: over 40,000 A Modo Mio coffees were sampled in the Food&Design circuit, of which 33,000 in the Lavazza Experience Space (split equally between pure espresso and recipes created with the Favola Cappuccino).
350 people participated in the Coffee Design tastings
25 top bloggers and over 280 tweets on Lavazza experts creating Èspesso, Cappuccino Nitro, Coffee Caviar and Spherical Bicerin
SOLD OUT at “Conversations on Design and Tasting” and at the “Knowledge, Design and Flavour" sessions.