23 décembre 2010

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De God Denkbaar Denkbaar de God, pag. 9 (12 druk 2010)

FAEMA Espresso 1945-2010 by Enrico Maltoni

FAEMA Espresso 1945-2010 by Enrico Maltoni is the first book published about the history of Faema.

The Faema Company began its life producing heaters, accessories for train carriages and permanent wave machines. Faema soon became the company which changed the history of the evolution of the coffee machine.

FAEMA Espresso 1945-2010 provides exhaustive information about Carlo Ernesto Valente (the founder of Faema), technological innovations and the history of the social developments which changed Italian society and its habits during those years.

This historically important book features 500 images - 300 of which have never before been published. This rare image collection from the Valente family gave Enrico Maltoni, the opportunity to reconstruct the history of the Faema.

The book is also about the life of a man, Carlo Ernesto Valente - the founder of Faema. This enlightened Italian entrepreneur fully grasped the spirit of his age and understood how to adapt the spirit of a beverage to it - a beverage whose consumption had already become a daily ritual in the lives of Italians. A beverage called ‘espresso'.

Carlo Ernesto Valente consolidated the tradition of celebrating this ritual by spreading it to a greater number of places and people, applying one simple rule to all Faema group branches: continuous modernization. This rule was backed by an effective motto: ‘all technical innovations had to result in both convenient usage and brewing, and excellent in-cup output'.

As a result, mass production of the first coffee machines began in Faema factories - they were the first to brew coffee without steam, the first automatic dispensing machines for offices and the workplace, the first coloured coffee machines and the first to be used in homes.

Faema also produced a true ‘paradox' for coffee machines: freeze-dried coffee to brew without using a coffee machine.

Carlo Ernesto Valente retired in 1974, but the company continued, and indeed continues to manufacture models featuring a perfect synthesis between technological innovation, design and quality of the brewed coffee. Coffee machines such as the 1981 ‘Tronic' model, designed by Ettore Sottsass, and the ‘Star', the ‘E91' and the ‘E92 model of 2001 designed by Gianfranco Salvemini are clear examples of this.

To celebrate the 40th anniversary of the ‘E61', a special celebration model was produced for lovers of this historical coffee machine, namely the ‘E61 Legend'. The E61 Legend features an original design, which has kept its identity over 40 years, defying changing styles and fashions.

The same could be said of the latest Faema brand model, the ‘Emblema' by Giugiaro Design.

In other words, FAEMA Espresso 1945-2010 is a journey across the history of customs and design, and one only an enthusiastic expert could write. The cover shows the advertising poster of the first Faema promotional campaign, produced by painter and graphic designer Gino Boccasile.

FAEMA Espresso 1945-2010 - Details:
Author: Enrico Maltoni
Edition: English/Italian/German
ISBN 13: 978-88-900652-3-1
ISBN 10: 88-900652-3-0
Format: Hard Cover
Size: 210 mm x 278 mm
Pages: 400
Images: 500 (300 unpublished)
Weight: 2020 grams (2.02 kg)

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