Rhea Showcases Italian Excellence at Venditalia

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.

RheaRhea’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.

Davide Livermore

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.’

Andrea Pozzolini

‘‘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


About the author

The Editor

Planet Vending’s Editor is Ian Reynolds-Young and it’s Ian’s unique writing talent that has made PV what it is today – the best read (red) vending blog in the world, and vending’s best read (reed). Ian ‘tripped and fell into vending’, in the capacity of PR executive, before launching a specialist agency, ‘reynoldscopy’, dedicated to the UK Vending business. The company continues to represent the interests of many of the sector’s leading brands.

‘It’s all about telling stories’, he says. ‘We want to make every visit to PV a rewarding experience. By celebrating the achievements of the UK’s operating companies, we’re on a mission to debunk the idea that vending is retailing’s poor relation.’

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