Cluster... COFFEE

Coffee : The Engine of Idea

When the Coffee Cluster was created, it took its inspiration from the vast coffee plantations that grow at the edges of the tropical forests of Africa and Central America. The architecture of the cluster evokes the long branches of the tall trees under which the coffee plants grow. The pavilions are a metaphor of these tree trunks.

The Cluster is characterized by warm and natural colors that alter with the changing light that filters in from outside through the roofing, giving visitors the illusion of being in a real forest.

 Cluster card

EXHIBITION CONTENT: Università Commerciale "Luigi Bocconi", Italy
SCIENTIFIC RESPONSIBLE: Chiara Mauri
PROJECT COORDINATOR: Illycaffè S.p.A.
CONCEPT AND EXHIBITION LAYOUT: Alessandro Colombo, Stefan Vieths and Francesca Rapisarda
TOTAL AREA: 4.427 sqm
EXHIBITION AREA: 1.250 sqm
COMMON AREA: 3.000 sqm
EVENTS AREA: 122 sqm

The Cluster structure

The Coffee Cluster takes visitors on an exhibition path “from the land to the coffee
cup”, expressed via five main stops: the greenhouse, the transportation, the bar and
the meeting area. The path starts outside the pavilion in the green area, decorated with
coffee plants – stage for the splendid photographic exhibition by Sebastião Salgado.

Once inside the refreshment area, visitors can enjoy aromatic and delicious coffee. In the events area there will be a number of meetings, presentations and shows. Between the bar and the events area, visitors will find the market area where they can buy coffee products from different countries, as a keepsake and reminder of the aromas and flavors they have experienced.

Coffee cups from around the world

Nowadays coffee is one of the most important drinks in the world, representing a huge source of revenue and development to the many countries that have introduced this cultivation into their agricultural development plans. The cultivation, transformation, transportation and sale of coffee provides work for hundreds of millions of people all over the world. Coffee is one of the primary and most important products in the world economy and was, for many years, second only to oil as a
source of foreign currency for producing countries.

 COUNTRIES IN THE CLUSTER
Kenya
Burundi
Yemen
Guatemala
El Salvador
Uganda
Costa Rica
Ethiopia
Rwanda

http://www.expo2015.org/en/explore/clusters/coffee

illycaffè official partner of EXPO 2015 for the Coffee Cluster

Illycaffè is the official partner of Expo 2015 and it takes charge of the content project and management, the exhibitions and the events associated with coffee in the Coffee Cluster common area. The announcement was made by Giuseppe Sala, Managing Director of EXPO 2015, and by Andrea Illy, CEO and Managing Director of illycaffè.

The World Expo of Milan – “Feeding the planet. Energy for life” - will give special visibility to traditions, creativity, and innovations in the food industry. The company’s proposal fits well into this context: it is a well-constructed program aimed at spreading the culture of coffee and its importance to the global social-economic system. illycaffè has been chosen for its holistic approach to this subject that will enhance the value of the participating guest countries, and make the partnership of different cultures a bit easier, in agreement with the Expo leading values.

The project originated from the synergy of know-how, knowledge and relationships that the company has gained over its eighty-year history. This exceptional heritage has resulted in illy being world-renown as the authority of the real Italian espresso. A deep knowledge of the world of coffee and of the producing countries; the pursuit of excellence; the trend of sustainable development; and the skill in creating cultural and art events are the main pillars of the program scheduled by illycaffè for the Coffee Cluster common area.

This will be the longest event ever to be dedicated to coffee.
Among the projects, a journey through the world of coffee through exhibition areas and a calendar packed with events open to all Expo Milan 2015 visitors: from popular meetings  to sample tastings, from focus groups to entertainment. In the common area Sebastião Salgado’s photography will be on display, as a special homage to people, traditions, and history of the coffee producing countries.

In order to enhance the ultimate espresso experience and amplify the aesthetic and tasting pleasure, a new collection of coffee cups dedicated to Expo 2015 will be launched at the Expo.

http://www.expo2015.org/en/illycaffe-/-official-coffee-partner