Rhea, the family-owned manufacturer of vending and coffee machines which is based in Milan, sees Venditalia 2022 as the ideal opportunity to present its vision of the future and to clarify its role as a quintessential Italian coffee machine and vending machine manufacturer.
Rhea’s collaboration with Pininfarina – the company responsible for the spatial architecture of Rhea’s impressive Venditalia stand – and with Davide Livermore and Paolo Gep Cucco, who masterminded the communication, offers visitors a unique opportunity to immerse themselves in a brief, but intense journey into the world of Rhea.
The concept of the stand becomes the vehicle for Livermore & Cucco’s narrative. It translates into a structure that draws strong parallels with the theatrical experience. In the front area, or stage, are seats reminiscent of a coffee cup, a symbol of Rhea. They are installed in front of a large screen, which projects corporate multi-media.
‘Backstage’, a journey through four separate areas begins. In each one there’s a vending machine, illuminated, like a work of art, by a single spotlight.
After passing through these themed areas, guests enter a lounge, elaborately finished in wood. This is where they get to enjoy the perfect cup of coffee.
Davide Livermore is not only an acclaimed opera and theatre director, he’s also a great friend of Rhea. Together with D-Wok, an Entertainment Design company, Davide created and produced the stunning multimedia content that takes visitors on a journey through the company’s history and values.
‘People need stories’, Davide said. ‘Behind every Rhea machine there is a desire to put together reflections that shape the future in a combination of architectural, anthropological, theatrical and human experiences, which come together in a great emotional narrative.’
‘‘Made for You’ is the new tag-line that we are introducing at Venditalia’, explains Andrea Pozzolini, CEO of Rhea. ‘The phrase encapsulates perfectly what we do and how we do it. In recent years we have been analysing the market, collecting data on both the customer and consumer experience, in order to maintain a clear and accurate picture of current trends and to understand how they will shape the future of the industry. Our ability to customise our solutions for specific customers is based on this constant analysis, which goes beyond machine hardware and software. Our mission is to provide a ‘made for you’ coffee-break experience for every single consumer, wherever they are in the world.’
More from Rhea on Planet Vending, HERE