August 7, 2013 (Florence, Italy)- La Marzocco, the global leader in providing the highest-quality coffee equipment since 1927, has announced their third biennial design conference, Out Of The Box, taking place in Milan, Italy October 17 (private industry meetings), 18 & 19, 2013. The programmed symposium, which kicks off on the 18th, is being held to explore the intersection of innovation and design within the growing coffee industry as well as celebrate the heritage, leadership and tradition of La Marzocco. The scheduled activities produced by Chris Salierno, the company’s International Marketing Director, based in Italy, include speakers, workshops and exhibits. La Marzocco’s Out of the Box 2013 aims to identify forward-looking thought and innovation to push design within the industry further.
“Out of the Box 2013 aims to reach existing, new and potential customers by creating a meaningful brand experience through the staging of interactive and creative events, as well as share La Marzocco’s lifestyle and culture beyond the industry and set the stage for participation at next year’s Design Week in Milan,” adds Chris Salierno, International Marketing Director, La Marzocco.
Out Of The Box is a biennial event that is attended by over 500 people from the global specialty coffee, food & beverage and design industries. Majority of the conference is held in English. This year’s speakers include Piero Bambi, Francesco Illy, Luca Trazzi, Alessandro Parenti, Sven Hoffman, Raffaelle Sangiovanni, Paul Schilperoord, Maurizio, Rosetti, David Griswold, and Thomas Plattner. Various workshops will be lead on brewing methods, cupping and other hands on coffee experiences. Roberto Bianchi, R&D Director, La Marzocco, Ryan Willbur, Coffee, Education, and Community Manager, La Marzocco USA, Carmelo Di Bartolo, Industrial Designer, Founder of Design Innovation, and Daisy Rollo, Barista Trainer, will also be leading workshops throughout the conference.
Both Piero Bambi and Kent Bakke will attend Out Of The Box. Piero designed La Marzocco’s Linea Classic almost 25 years ago. He is the son of Giuseppe Bambi and the nephew of Bruno Bambi, the brothers who founded La Marzocco in 1927. Now 79 and continuing in his father’s footsteps, Piero has had a hand in the design and engineering of every La Marzocco espresso machine currently in production. Kent Bakke is CEO of La Marzocco International and oversees all of the company’s business including the United States, United Kingdom, Korea and Australia offices. Bakke, together with the R&D team at La Marzocco, continues to push the industry forward in its support of innovation, evolution and design within coffee business and culture.
“Since the first Out of the Box in 2009, our customers have traveled from around the world to attend and learn from one another. Especially today, there is a high degree of attention to detail and high-quality execution in the preparation of espresso coffee with incredible things happening in markets around the world. Out of the Box is a remarkable platform for the global community to come together and learn from one another,” says Kent Bakke, CEO of La Marzocco International.
In addition, Out Of The Box will feature collaborative artistic exhibits including “Coffee Shop Of The Future”, an exhibit by students from the European Institute of Design, The Coffee Art Project, The Hoffman Gallery, a collection of celebrated photographers’ work from Sven Hoffman, Jon Contino and George Bates. There will be other collector items on display in exhibition area, a La Marzocco e-store and silent auction to benefit Project Waterfall, which this year will support clean water initiatives in Mbulu, Tanzania.
Out Of The Box is open to the public. Set programming is to be held all day on October 18 and 19. All attendees and interested parties are also invited for a La Marzocco factory headquarters tour on Monday October 21, located just outside of Florence.
OUT OF THE BOX
Hosted by La Marzocco
Friday October 18 – Saturday October 19, 2013
Via Bugatti, 7 | Zona Tortona | Milano
About La Marzocco Named after the symbol of Florence, Italy – the seated lion with the fleur de lis – La Marzocco has been the leader in espresso machine innovations since 1927 – with the first horizontal boiler, the first dual boiler, the first saturated grouphead, the first to integrate PID controllers into espresso machines, and the first to introduce fully programmable pressure profiling. All La Marzocco espresso machines are assembled by hand in Florence, Italy. Since the 1980’s, La Marzocco has helped to build the specialty coffee community into the robust, quality-driven industry it is today.
For more information and to register