24 January 2014

Dress me up: Wega, Astoria and Domus Academy design the coffee machines of the future

Defending our leadership in the field of industrial coffee machine production means establishing new paradigms, combining technological excellence with new consumer trends, supporting new movements, designs and needs: imagine a possible revolution in form and functionality, particularly where the emotional component plays a fundamental role in market dynamics.

This is the challenge behind the partnership deal between Wega Macchine per Caffè, Astoria and Domus Academy, the prestigious institute founded in Milan in 1982 that is part of the Laureate International Universities network. With the goal of exploring a new dimension for professional espresso coffee machines, Wega and Astoria decided to sponsor the 2013 Domus Academy Master in Design, supporting a team of students from emerging markets like China, India, South Korea, Taiwan and Portugal.

Designed around the definition of an international context applied to new product images, the Wega and Astoria-sponsoredDress me up project hosted Master students at their headquarters in Susegana, where they received constant, specific training to help them understand and navigate market dynamics and new project standards.

Wega and Astoria stand out for their constant attention to innovation, research and new trends. As the Dress me up concept suggests, the challenge consisted in coming up with a new aesthetic for the product while respecting the technological aspect: that is, outline a possible evolution towards new scenarios, where design can triumph over limitations in production and technology to become an essential competitive aspect and a catalyst for new product perception.

The Master was launched with an inauguration in July 2013, and this compelling initiative came to fruition last Tuesday, November 26th, with the presentation of final theses at the Domus Academy in Milano. Federico Gallia, Sole Director of the Ryoma Group and Chairman of the Board of Directors of Wega, Paolo Nadalet, Managing Director for Wega, Philippe Casens, Course leader for the Domus Academy Master in Design, Odoardo Fioravanti, designer and Project leader for the theses, and designer Lorenzo Bustillos presided over the event.

The final projects developed by the 2013 Master in Design students will be the focus of an exhibit called Open Doors, scheduled on Tuesday, December 10th, (6:00 p.m.) and Wednesday, December 11th (10:00 a.m. – 6:00 p.m.) at the Domus Academy in via Darwin 20 (free admission).

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