ALESSI - A NEW MOKA IS BLOOMING
Alessi, the Italian design company which is the epitome of continual experimentation and quality, will present the project A new moka is blooming, centered on the Moka designed by architect David Chipperfield. The concept around the whole project is to highlight the democratic soul of this icon of industrial design as the protagonist, a symbol of a shared memory celebrated worldwide.
From the 9th to the 14th of April 2019, Mudec – Museo delle Culture, will host an imaginative installation, a ‘fairytale in motion’ designed by Virgilio Villoresi which evokes the pre-cinema experiments, and the MOKERIA, an immersive space with a pop soul, designed to celebrate the daily ritual tied to the preparation of coffee.
A new moka is blooming is designed under the creative direction of Federico Pepe, of Le Dictateur Studio, and originates from the desire of Alessi to renew an archetype of the day-to-day experience: the moka is a symbol of an idea that, though already perfect, can evolve over time to become a dynamic icon.
In this sense, the new Chipperfield-designed Moka praises the capacity for renewal, for adapting to new challenges and trials, consolidating its role in the world.
Alessi pays homage both to one of the emblems of Italy, and to a project which is deeply rooted in the history of the Alessi family and of the brand: the first moka was actually designed in 1933 by Alfonso Bialetti, founder of the homonymous company and grandfather of Alberto Alessi, the brand’s current president. Over 80 years later, the classic coffee maker is transformed, without losing its beloved and renowned characteristics, now becoming a new symbol of innovation.
A new moka is blooming is, on one hand, a reflection strongly linked to design and the theme of evolution of industrial archetypes, and on the other hand it is a story, told through a contemporary view, of the roots which identity the shared Italian experience linked to the ritual of coffee, culturally transversal, with the ability to transcend social origins and specific geographic places.
It’s a story of evolution, read through a new creative lens of the day-to-day: a reawakening of the senses and of the imagination of the taste of coffee.
Conceived by Federico Pepe, the narration of A new moka is blooming has been entrusted to the talent of Virgilio Villoresi, a filmmaker who created a film and an installation for Alessi in which dreams, fantasy, and imagination - interpreted through his poetic, magnetic, and analogical codes - blend together, resulting in an unexpected and magical fairytale dimension.
The Bistrot spaces of the Mudec transform into the MOKERIA, a place with a pop spirit, designed to give life to the experience of coffee prepared with the Moka: it’s the celebration of a ritual which brings with it unique gestures and sounds linked to this object. The new Moka thus returns to the tradition of the classic method of the typical Italian coffee: sustainable from an ecological point of view and inextricably linked to the search for a more gentle pace.
Through an explosion of yellow and cyan - one colour, the evocation of the sun beneath which the coffee matures, and the other, a homage to the water with which it’s prepared - the space of the Bistrot takes on a new dimension and transports the audience to a world of lightness and fantasy, where you can take time for yourself and carve out a moment of relaxation.
Museo delle Culture
MOKERIA | Mudec Bistrot
Zoetrope Moka Alessi | Mudec yard
via Tortona 56, Mi