MILAN – La Marzocco event, OOTB, Out of the box will be next Friday & Saturday, October 18 & 19, all the day.
La Marzocco & IED present The Coffee Shop of the Future The 2013 edition of Out of the Box, on October 18 and 19, is about “mindfulness” and breaking the rules. While concentrating on today, OOTB 2013 would like to provide the LM staff, network, wider specialty coffee industry and the public with the opportunity to open all its senses to new information, as well as new trends, to appreciating differing perspectives.
OOTB is about noticing new things, about being vital, ensuring a competitive edge. Innovation is not limited to a product. It is a culture that can be (or not) applied to a manner of being.
What a perfect opportunity then to present the results of the project that La Marzocco developed this year in collaboration with the European Institute of Design (IED), the international school of design, fashion, visual arts and management.
Fourteen students from the school, who are studying photography, marketing, events, sound design, graphic design and video design carried out an analysis of the world of coffee and coffee shops in order to investigate the coffee shop of the future and define the Italian coffee experience.
During Out of the Box, dedicated this year to Design & Innovation, the results of the program will be presented in a book entirely designed by the students. Moreover, participants at the event can explore the coffee shop of the future thanks to two additional elements produced by the students: a video and a sound scape.
The video and the sound scape, the latter being the fruit of sample sounds of a La Marzocco espresso machine and general sounds from the coffee world environment, will provide an alternative representation of what the students individuated during the project and will provide a visual and musical background to the event.
Topics of discussion Piero Bambi & Luca Trazzi – La Marzocco Design, Moving Forward, a conversation about La Marzocco’s distinct design traits and new concepts for the next generation of La Marzocco espresso equipment.
Francesco Illy & Alessandro Parenti – Caffé Firenze, an Innovative Brewing Method. David Griswold – Bridging the Gap Between Farmer and Roaster Sven Hoffmann, Maurizio Ridolfo & Raffaele San Giovanni – Interpetring La Marzcco from Outside, Looking In.
Understand why the La Marzocco brand stands out. Marco Rosetti – All In-Novation, a Manner of Being. Inspiring notions on building a creative environment within the workplace and taking innovation beyond the product.
Paul Schilperoord – The Return of the Lever Espresso Machine. The lever machine is no doubt renown as a benchmark for extracting espresso. Learn more about its role in history, its niche today and where it’s going tomorrow.
Jeffrey Young – The Specialty Coffee Scene
Workshops Join Gianluigi Nora, Master Cupper and Grader, at coffee roasting sessions, for an overview on single origins, blends and cupping, to refine one’s personal capacity to appreciate differing aromas and flavours of extracted coffee.
Meet the maker – take part at a structured Q & A session in the company of Roberto Bianchi, La Marzocco R & D Director, and specialized staff to learn what really happens on the shop floor.
Alternative coffee brewing methods at the Brew Bar and Modbar, an innovative, under the counter, modular specialty coffee system making espresso, pour-over and steam which was recently introduced at SCAA.
True Artisan Cafè
Optimal coffee to be served all day, every day at the True Artisan Café – 25 guest roasters and renown baristas from around the globe will be rotating on stage.
All day Friday & Saturday, October 18 & 19.
