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Amazon House in a Box: For Milano Design Week A Showroom In The New Milanese Headquarters
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If you love contemporary furniture, the essential and Nordic one, functional and aesthetically beautiful, you cannot miss Amazon House in a Box.

Set up for the Milan Design Week 2019 in the new Milanese headquarters of Amazon, in Viale Monte Grappa 3, the exhibition Amazon House in a Box offers two apartments furnished with articles from the new Alkove and Movian collections that Amazon makes available to its users. The temporary showroom House in a Box opens to public on April 11th, from 3 pm to 8 pm and on April 12th, 13th from 10 am to 8 pm.

The project was curated by Studio AMA Albera Monti Architetti who designed the spaces in a way customers can get inspired and discover the entire range of products available, to make their home, even more welcoming and tailored.

Amazon’s offices opened in the flourishing area of Porta Nuova in Milan in 2017, the project was developed by GBPA Architects

Furniture & home sector

Amazon has worked with furnitures, accessories and products of famous brands for this event, but also home automation tools integrated with the Alexa and Amazon Echo systems.

Every object present in the exhibition is for sale in the store set up specifically for the Design Week, which allows people to buy and receive the product with the usual simplicity and efficiency of which Amazon is the standard-bearer.
A novelty for Milanese customers – which will soon be extended to all of Italy: the possibility of planning the delivery of large items to the smallest detail and according to their needs.

House in a Box is a project created by Amazon in collaboration with other well-known brands. On this occasion they presented some products, combining functionality and design. Among these ones, Lavazza offers the public two new coffee machine models: A Modo Mio Desèa and Tiny. The first is a concentration of technology and design that allows you to personalize the coffee and milk experience to the maximum, while the second offers a pop and colored style to make coffee more lively at any time of the day.

We had the pleasure to talk to Pietro Cacace, Head of Machines Home OCS & Vending Marketing at Lavazza. Here some insights on Amazon’s experience and highlights.

alexa amazon

1. How is this collaboration between Amazon and House in a box at Milan Design Week born?

This partnership stems from Lavazza’s interest in bringing the excellence of its products into ever new and contemporary contexts. We consider interesting the combination of an iconic Made in Italy company like Lavazza with a modern and young reality like Amazon.

2. Coffee is fuel for creativity. For instance, we think of the legendary Carmencita designed in 1979 by Marco Zanuso. What about the result, this time, with two new machines by Lavazza presented within Amazon House in a box?

Deséa and Tiny are characterized – among the latest innovations in the A Modo Mio range – by different aesthetics. Deséa, with its elegant lines and refined colors that remember the nuances of coffee, it is a premium product with high performance technology that adapts to any environment. Tiny, on the other hand, stands out for its dynamic form entertaining and brings bright and pop colors to Italian homes.

3. Differents consumers, different machines. Who is the final user for Deséa and for Tiny?

With Deséa, Lavazza addresses a new generation of coffee&milk lovers who are looking for an increasingly customized and high quality taste experience. Thanks to the One Touch Barista technology that allows you to create 4 different coffee lengths and 5 milk-based preparations in a single touch. Tiny, on the other hand, is designed for a young and dynamic public that seeks Lavazza excellence in a compact, fun and modern design.

4. Amazon House in a Box is a space where you want to offer customers beautiful and design objects at competitive prices. How can these two aspects stay together? Is the quality of the object not likely to be compromised?

The full range by Lavazza, from entry level products to premium products, is characterized by the attention to both design and performance, while offering different features to come meeting the different needs of consumers. The excellence of the design of Lavazza machines is internationally recognized with important awards in the design world: Tiny won the 2018 IF AWARD and Deséa both 2019 IF AWARD in the product category and the 2019 Red Dot Award in Product Design.

5. Coffee and design, a relationship to which Lavazza does not withdraw at all and which, on the contrary, seeks to nourish. Let’s think about Coffee Design, one of the laboratories of your Training Center. Can you tell us what it is?

Coffee Design is a subject conceived by Lavazza, where food design is declined in the world of coffee to give life to surprising shapes and taste combinations. These innovative combinations are the results of our researches and experimentation on the subject carried by the Lavazza Training Center with the participation of great chefs, and for over a year they are also available in our Flagship Store in Milan.

6. One of the key point of Amazon’s philosophy is the attention paid towards the client rather than to competitors. Is this also true for Lavazza? How do you excel and remain among the first ones in a highly competitive sector like coffee?

With Deséa and Tiny – the lead characters of this project with Amazon – we completed an innovative path in the world of home coffee that, in recent years, has seen us involved in the renewal of the design language of the entire range of A Modo Mio coffee machines towards a more modern image, trendy and closer to the consumer. The first stop of this journey was the introduction of Jolie in 2016: a real revolution in the “single serve” segment, ensuring coffee lovers an authentic experience with a coffee that is just as good as the one you get at the bar. To complete the collection with Jolie Plus, Jolie&Milk, Tiny and Idola from a wide range of prices available. This strategy has made possible to answer to the constantly evolving needs of the consumer, and remaining competitive in a constantly evolving market.

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