Preparing coffee is equal parts science and art. One way that Vittoria subscribes to both is in partnering with Faema, the Italian maker of espresso machines that blend technological proficiency with artistic ability. Our relationship with the Milan-based company dates back five decades, and we consider them famiglia. Naturally, we were intrigued when Faema tapped eight renowned photographers to interpret their brand around the world. The results are part of a compelling new exhibition in Milan, Express Your Art.
The show is tied to the launch of the Faema E71, latest model in high-end espresso machine innovation. In each global destination, the photographer was able to distill something of the local coffee culture. In the series on frenetic New York, dramatic lighting illuminates the machine and the barista, so that enjoying coffee becomes a meditative experience. In Shanghai, the photographer immersed his images in kaleidoscopic colour to reinterpret tradition. In style-centric Stockholm there is an obvious appreciation for industrial design. And artist Maurizio Galimberti turned his images of the E71 into a Dadaist collage.
Perhaps we're biased but our favourite series is the Sydney one. Photographer Sam Harris instills his pictures with a majestic sense of place and in doing so captures the beauty of Australia. Harris photographed five Sydney cafés and restaurants, all of them Vittoria accounts. Shooting at Icebergs restaurant, he made sure to include Bondi Beach in the background. At Park Hyatt hotel, the Opera House is reflected in a glass window. At Café Sydney in Circular Quay, the Harbour Bridge appears in the distance. "I wanted to bring together the elements of the café lifestyle and the outside environments," he said.
At the core of the show is the message that premium coffee is a treat to be savoured no matter where you reside. "In Italy, drinking coffee is an everyday gesture at a bar, but in Shanghai it's an experience at a high-end establishment," said Simona Colombo, Faema's Marketing and Communication Director. "I could hardly imagine Sydney without its gorgeous setting as Sam Harris's stunning images attest. The exhibition is reportage on how Faema is present at some of the most iconic venues around the world."
Express Your Art is on show at Mumac, a museum devoted to coffee making machines, in Milan until October 30.
Click here to go to the Faema website