Saturday 20 July 2024
  • La Cimbali

Faema partner of the Giro d’Italia 2024 for third consecutive year

Marta Kokosar, Global Communication & Sustainability Director of Cimbali Group: "Art, much like the Giro d'Italia, is not just a destination: it's a journey in continuous evolution. This sentiment resonates with the riders pushing their limits, stage after stage, the artists exploring new creative expressions, and Faema, which has mastered the  art of coffee making. With this spirit, we embark on our third year of sponsorship with great enthusiasm, knowing that art has the power to transform every journey, moment, and cup, into an emotionally charged masterpiece"

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MILAN, ItalyWith its Faema brand, Cimbali Group returns to the Giro d’Italia as an official partner for the third consecutive year, bringing with it the same fervor for cycling, along with fresh challenges, unexplored paths, and new aspirations encapsulated in #TheWayAhead – Brewing new paths. This year, Faema invites cyclists, enthusiasts, and fans following the most important sporting event in Italy and gathering in every city, to also embrace the breathtaking beauty of scenic and artistic locales.

Cimbali Group at the Giro d’Italia

This guiding theme will weave through all the initiatives organized within the villages, inspiring everyone to seek beyond mere physical and sporting achievements, encouraging them to explore what lies beyond the challenge and embrace the journey in its entirety.

Marta Kokosar, Global Communication & Sustainability Director of Cimbali Group, commented: “Art, much like the Giro d’Italia, is not just a destination: it’s a journey in continuous evolution. This sentiment resonates with the riders pushing their limits, stage after stage, the artists exploring new creative expressions, and Faema, which has mastered the  art of coffee making. With this spirit, we embark on our third year of sponsorship with great enthusiasm, knowing that art has the power to transform every journey, moment, and cup, into an emotionally charged masterpiece.”

This year’s journey commences with a new charitable challenge on Strava, the app connecting millions of cyclists. By joining the Faema Lovers Club and participating in the “Ride the change with Faema“, the community can collectively pedal towards surpassing last year’s record of 7 million kilometers. Professional cyclist and influencer Alberto Bettiol joins Faema as the ambassador between May 4th until the 17th, , motivating enthusiasts to push their limits and surpass their personal goals, which has been increased from 25 km to 30 km each this year.

If the previous record is surpassed, Faema pledges a financial donation to World Bicycle Relief,  an organization working tirelessly for 19 years to provide bicycles to developing countries, overcoming the obstacle of distance for education, healthcare, and commerce. The donation can be further enhanced by participating in Faema’s initiative at various stages, where enthusiasts can pose at a customized Faema and Giro d’Italia photobooth. By sharing the photos on Instagram with the hashtag #FaemaOnTheRoad and #TheWayAhead and tagging @faema_official, the donation will increase.

So, the more you pedal, the more photos you share, the greater the contribution to the cause.

Faema coffee machines at the Giro d’Italia 2024

The combination of tradition and innovation epitomised by Faema extends not only to the cycling world but also to the realm of art, as well as the display of fully automatic and traditional coffee machines within the commercial villages.

Faema X20 (image provided)

Throughout all 29 stages of the Giro, Faema will be present at the start villages, offering visitors the opportunity to taste coffee brewed with the latest and most innovative fully automatic machines: the Faema X60, designed for those contexts that require automation, speed, and simplicity, and the Faema X20, capable of offering a wide choice of beverages in addition to the classic espresso.

The fully automatic Faema machines represent a new era in the realm of coffee, catering not only to the demands of the horeca industry, but also to various points of consumption. These machines offer a new coffee experience by integrating technological innovation with the essence of premium coffee, all while ensuring maximum simplicity of use.

faema
Faema X60 (image provided)

Additionally, the iconic Faema E61 will be showcased, paying homage to the first “total” solar eclipse of 1961 and its contribution to modern bar concepts, thanks to the introduction of volumetric pump technology that completely supplanted the lever system previously used for dispensing.

In the Hospitality areas at the start, clients, guests, and journalists can indulge in excellent coffee prepared with the brand new Faema XCompact, perfect for environments where simplicity is paramount, such as offices, hotels, and B&Bs. Meanwhile, in the Hospitality areas at the arrival of the Giro E, Faemina takes center stage, boasting an elegant design that marks Cimbali Group’s foray into the domestic market.

About Faema Art machine

The brand, born in 1945 in Milan, is part of the Cimbali Group, among the leading manufacturers of professional coffee machines.

Design, innovation, sustainability, and coffee culture are the pillars on which the brand bases its production. In line with the new Group vision, the brand offers a diversified range of solutions for coffee shops, restaurants, hotel industry, workplaces, and for the home environment: wide ranges of espresso coffee machines (traditional and superautomatic), coffee grinders, digital services (apps and services for professionals and enthusiasts), and accessories. Faema has made history, proposing in the 1950s the lever machines and, in the 1960s with the Faema E61 machine, the first to use a volumetric pump.

Thanks to the talent of one of the most iconic Italian designers, Giorgetto Giugiaro, and to Italdesign, Faema E91, Faema Emblema, the Faema E71 range, and the Faema President were produced.

In 2021, the brand gave life to the exclusive Faemina, a machine with a minimal and elegant design with which the company returned to the Home segment, also addressing a consumer target. For the Office segment, the latest born is the X-Compact, ideal for those contexts in which the consumer interacts directly with the machine and thus seeks ease of use.

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