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Controversy on the price of a cup of coffee at the bar is grow-ing. Is the raise in price right? At whose expense and at whose profit? When talking about price increases, those who become worried are above all consumers, but if we analyse some fac-tors, it would not be scandalous at all. Most of the times, you pay more attention to the price of a cup instead of raw beans. However, if we consider that coffee has been affected by in-creases in the last four years – besides operating expenses and taxes getting higher for public places – it’s actually the baris-ta who suffers from it; and if the bar doesn’t work, even the roasting company is in turn of the screw. Some justify price increases by comparing out market with the one abroad without considering though that in Italy coffee is seen as the drink par excellence, while abroad espresso is rather an elite product and this is the reason why a cup sometimes even costs up to 3 euros. So it is the ho.re.ca sector that suffers. But how much does our barista actually gain for every served espresso? Making some quick calculations, considering an average price of 80 cents per cup, 20 is the incidence of the blend; to this, you have to add employing costs, services (electricity, water, rental, cleaning, maintenance, etc.) and taxes managers have to incur. Profit mar-gin is therefore insignificant, and if we consider that coffee con-sumption in a café has an impact of more than 50% on turnover, you very well understand why many – at least those who respect the rules – don’t make it to the end of the month, even with de-cent consumptions of about 200 coffee cups per day. Therefore, what could be the price that would please everybody? Certainly neither 70 cents nor 1 euro and 20 cents. In order to guarantee a reasonable profit margin from north to south without weighing too much on consumers’ pockets, an ideal price could be 1 euro per cup. However, one also has to say that it’s not always a mat-ter of price. All of us are required to keep the value of a good high, and real Italian espresso deserves it. An obligation that imposes us to always guarantee quality and good service to our customers, from the Alps to the Mediterranean.

The PresidentGiovanni Spadola

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for[me]one, the first shop opens in Modica

Coffee inspires writers and photographers The new Caffè Letterario and Fuori Fuoco Moak 2015 are about to start

Historical caféCaffè del Tasso

Chefs and pastry chefs interpret Caffè MoakJoseph Hadad and Nicusor Nica

Moak People Training, more space to training

Do-it-yourself, pending and time-related coffee. New habits of consuming at the bar

Industrial Design,Francesco Librizzi

Coffee and healthHow many coffees shall we drink? It’s written in the Dna

Who said that a bar is a place only for adults?

The style of furnishing.A child-friendly bar

Put your face

Marsalì, the new corporate identity pays homage to Arab culture

Coffee to read

Moak people contest

Coffee and surroundings

040610121416182022242526282930

www.caffemoak.com

Mailing poste italiane – cod. sap. nr. 30907349- DCB Central/PT Magazine Subscript. R.O.C. nr. 23325 – valid from 18/03/2013 - Aut. Court. Modica nr.218/2013 VG - News nr.2/2013.Responsible Director: Sara di PietroEditing: for[me]moak.Pictures: for[me]moak.Graphic Coordination: for[me]moakArt work: for[me]moakPublisher: Moak Holding S.p.A. Viale delle Industrie - 97015 Modica (RG) tel.0932-904755 www.caffemoak.com, e-mail: sara.dipietro@caffemoak.com Company with certified quality system by ISO 9001/14001 Exclusive printing for Moak Holding S.p.A. in Soverai Mannelli (CZ) According to the article 7 of the law nr. 196/03 the addressee can have access to his data, ask for changes or cancellation or object writing to: Moak Holding S.p.A. - Viale delle Industrie without number – 97015 Modica (RG) - Italy

On the cover:Fuori Fuoco > photo+heart <

Partner

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Moak once again pays homage to its town, and does it in a big style by opening the first Italian for[me]one store in Modica, within the heart of

Sicilian baroque. Inaugurated last December, the store has already become a must-stop for lovers of colonial prod-ucts. For[me]one represents the evolution process of the “zero” for[me]moak project, Moak’s in-house advertising agency that designed the new “colonial” space thinking of new ways and means of communication, where coffee is combined with other rituals and flavours. Even the naming strengthens the project identity: the term forme (forms) expresses also the figurative meaning of wanting to create new forms – whether graphic or related to items – which

get the Moak brand across with innovative language. The square brackets split the word and express the concept of bond instead, “I create something for”, “one” is the iden-tification of the first store opened in a town or large city; the following sign in the same area will be identified by a sequential number based on opening order. In the new space, the client will be able to choose the different freshly-ground coffee blends made by Moak, as well as a careful and rich selection of products chosen one by one, researched where history begins, talking to those who have seen them growing and know each after-taste. Choosing the best tea or the most refined type of cocoa requires time and passion, just as Moak does when

for[me]one, the first shop opens in Modica

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selecting its coffee beans. In the same way, excellences – not only local – of chocolate, liqueurs and marmalades were included, which according to Moak represent the Made in Italy quality. Such as La via del tè (The tea route), Florentine company that has been passionate about tea since 1961; for[me]one dedicated the first cor-ner in the province within its store, including more than sixty types of tea, scented blends, fruit infusion and herb tea. Moreover, one area is dedicated to confectionery and pralinery and accessory lines connected to the ritual

of tea and coffee, from single-dose filters, to teapots and cups. The innovative and sustainable approach belong-ing to the for[me]moak language is also expressed in the architectural choices and the furnishing: the exhibition modules are linear as for forms and colours, inspired by an industrial style and can be compared to recycled fur-niture, like the old carpenter counter turning into tasting countertop. A place and space that carries those who get in away by scents, flavours and colours, and is able to marry tradition and innovation without venturing.

Recommended song for the reading of the present article: One - Johnny Cash 05[ the sign moak ]

As for the historical national award, arrived at the 14th edition, Moak wants to recall the well-known and eclec-tic writer and Italian partisan Italo Calvino, celebrating his 30th death anniversary. Participants will have to keep to the topic, which is as usual focused on coffee, and will obviously have to arm themselves with a good dose of phantasy and originality, in order to narrate the mas-ter of beverages. To take part, you just need to send an unreleased story with a minimum of 5 and a maximum of 20 pages to the address letterario@caffemoak.com within June 30th. Proclamation of the winning story will be held on Oc-tober 10th in the Moak office district in Modica. Even

those placed second and third will be awarded and will receive prize money. Furthermore, the top ten stories chosen by the panel of judges will be published with-in the Anthology 2015 “Stories about coffee”. Moak confirmed also this year’s participation in the 2015 lit-erary cruise edition “A Ships of Books for Barcelona”, arranged by Leggere:tutti in cooperation with Grimaldi Lines, from April 21st to 25th.

Info:www.caffe-letterario.itfacebook.com/caffeletterariomoakfacebook twitter.com/letterariomoak

Coffee inspires writers and photographers The new Caffè Letterario and Fuori Fuoco Moak 2015 are about to start

by Sara Di Pietro

Not only coffee departs from Sicily. From this region, in the southernmost area beyond the Italian boot, Moak chose to spread culture, to keep on investing for young people, those who probably took some pictures from their room or wrote some story, thinking that these would be just images or empty words, but hide great artistic ability instead, which only need to be recognized, popularized and awarded. With the same persisting enthusiasm, the organisational machine of the Moak Cultura project doesn’t stop and indeed already launched the 2015 edition announcements of Caffè Letterario and Fuori Fuoco Moak contests.

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It’s an illusion to think that photos are made with the cam-era (...) they are made with eyes, with heart and with head (Henri Cartier-Bresson)

Photographing (with the heart). This is what the participants of the second edition of Fuori Fuo-co, international photography contest promoted

by Caffè Moak, are asked to do. Rather than keeping to a topic, this year young photographers and accom-plished artists will be able to freely reveal their feelings through snapshots; those who take pictures are often out of the setting, not only because they are not on the picture, but also because they nearly inevitably take the role of spectators. Photographing (with the heart) will therefore be an act of turning this logic upside down: I don’t watch, I take part and put in all of the emotion-al charge of that moment. It’s an invitation to use the camera as empathetic tool of awareness, eliminating the distance with the pictured subject. Because in life, it has to be said, there are no spectators. Coffee can obviously be interpreted to one’s liking (plant, seed, drink or public place, colour). Everybody can take part: photographers, professionals and amateurs will have to

develop – through a sequence of 3 pictures, vertically or horizontally – a story or a photo feature connected to the coffee bean. Deadline to send the pictures is the coming 31

st of August. Even this year, a special panel of

judges chaired by Master Denis Curti will evaluate the photographic works. He is director of the monthly mag-azine Il Fotografo and also founder of the post universi-ty master’s degree of Photography set up with Naba and Fondazione Forma, and co-founder of the PICC associ-ation (Photography Italian Culture Capital). He wrote for the pages of Vivimilano and Corriere della Sera for more than 15 years. Besides being curator of many photography exhibitions and author of different books about photography, nowadays he also is art director of the Photography Festival of Capri and advisor of the Fondazione di Venezia regarding the management of the photographic heritage. He is going to award the winner of Fuori Fuoco 2015 on October 10

th, who will receive

prize money. Additionally, Caffè Moak will publish and promote all the pictures selected by the panel all over the world through exhibitions, events or ad campaigns.

info:fuori-fuoco.comfacebook.com/fuorifuocomoaktwitter/ fuorifuocomoak

Fuori Fuoco Moak

Denis Curti

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Caffè Letterario Moak

Under the icon of the silhouette of English poet William Shakespeare, whom Caffè Letterario wanted to pay hom-age to in its 2014 edition, the reading of actor Alessandro Romano carried the audience away into the world of stories that have been awarded. After the pictures, it’s now time for words telling a story inspired by coffee – those of the stories that more than others struck the panel of the 13th edition of the Narration contest promoted by Caffè Moak: president Donato Carrisi, one of the most famous thriller writers in Italy and abroad, Paolo di Stefano, well-known name of the cultural pages of Il Corriere della Sera, writer and musician Gianluca Morozzi from Bologna, and writer Gianni Cascone.

1° place“Il caffè è assolutamente vietato” (Coffee is absolutely forbidden)by Filippo Taddia

A well-played story between humour and nostalgia. It recreates a small-town setting with clear characters

2° place“Nighthawk ristretto”by Matteo Pistone

A story giving a very evocative collage of images, words and sounds. Matteo Pistone is also winner of the Quadra-to della Palma, award in honour of writer Franco Antonio Belgiorno and dedicated to the youngest and most talent-ed writer of the contest.

3° place“Il caffè sospeso” (Suspended coffee)by Ivan Scherillo (Napoli)

Well-structured, including good feeling that overturn in a nice final strike.

Winners of the 2014 edition

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Recommended song for the reading of the present article: Pictures - Benjamin Francis Leftwich

Fuori Fuoco Moak

“Coffee and new myths” was the topic that inspired pro-fessional and amateur photographers, who described and reported, through a mini reportage including three pictures, the social mutations we are actors and spectators of. To-day’s models, more or less reachable aims that sometimes turn into real obsessions. The task to select the three win-ning works was assigned to a mixed panel of judges, from the photography masters, President Cesare Colombo and Massimo Siragusa, to Cinzia Ferrara, vice-president of Aiap (Italian Association of design and visual communi-cation), Marco Lentini, graphic designer of Moak, Matteo Maggiore, executive Board Member of Adci (Italian Art Directors Club), and Laura Leonelli, journalist and pho-tography expert for Il Sole 24 Ore and Panorama Travel.

1° place“Cafè, Storie incrociate” (Café, crossed stories)by Anna Quartuccio (Milan)

Coffee meant as meeting place of stories, feeling and moods. Motivation: “With her pictures, the author expresses classical and contemporary nature, and we could even say the need of a “coffee” place, through a certain full-ness in controlling the frame. The furniture of the place and the clients’ attitudes allude to intimacy, complicity and communication, cultural values connected to the history of coffee”.

2° place“Affollata Solitudine” (Crowded loneliness)by Fabiano Venturelli (Crema)

Is loneliness possible in a time where connections are possible anytime and anywhere, which allow getting in touch with large groups of other persons? Motivation: “The panel appreciated the research of a sym-bolic reading of protagonists, places, colours and feelings connected to coffee, all entirely included in an unconven-tional space with a very contemporary language”.

3° place“Pròcèdòby Guglielmo Giulio Nifosì (Scicli)

Summary of a creative process in 3 chapters: 1-Stagna-tion, research for inspiration, 2-Order, mental organisa-tion, 3-Distruction of the order, action. Motivation: “As for the Pòcèdò sequence, the narrative scan is highlighted with character, while tonal qualities of the press underline the represented abstraction of the creative process.

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In Bergamo, in Piazza Vecchia, within the heart of the higher end of the Lombard county town, one of the oldest historical shops of Italy still survives: the Caffè del Tasso.

Pictures and parchments show its existence already in 1476 as “Locanda delle due Spade”, before turning its name into “Torquato Tasso Caffè e Bottiglieria” in 1681, when actually

the statue of the great poet was erected close by. A place that also made the history of the city. In 1859, volunteers of Bergamo lead by Agostino Pasquinelli met there, ready to follow Garibaldi in his famous Expedition of the Thousand to Sicily. In the second half of the 19th century, it was dis-robed from its austere medieval style and embellished by refined neoclassical furnishings. Since then – and until now – also the name changed into Caffè del Tasso. By getting in, it seems to be catapulted into history of more than five cen-

Historical café

by C. R.

The name list of famous men and women spending time in historical places in Italy is very long. All you have to do is sitting in these places, take a coffee or an aperitif and you immediately have the pleasant feeling of jumping back in time, where relics, art works or vintage furniture recall memories of well-known personalities that intertwine with the historical events of our country. Some have become fast food places or boutiques. However, more than 120 still survive, and we would like to tell these places and keep them alive in our memories, as they continue the pages of history and culture of our beloved Italia with honour and bravery.

Caffè del Tasso

Torquato Tasso

10 [ XII 01/2015 ]

turies, in an immortal place, where artists and historical per-sonalities passed through and stopped for a coffee or a drink. From Mariangela Melato, Charlton Heston, to Dennis Hop-per, from Helenio Herrera to master Gianadrea Gavazzeni, to architect Le Corbuisier, who described that old “square one of the nicest worldwide”. Nowadays, Caffè Del Tasso, which has been running by Marcello and Massimo Menalli for 25 years now, has been able to adapt to times and made innovations, even if some signs revealing its historicity and

elegance were kept untouched. Besides being a historical café, the place also offers excellent handmade pastries, as well as a refined restaurant proposing a menu including a smart mix of tastes of the typical cuisine of Bergamo along with the Italian one. However, the flagship is the winner cel-lar, situated in the basement within thick old stonewalls dat-ing back to the late 15th century, which displays an accurate selection of spirits and more than three hundred labels of the most refined wines in the world.

Recommended song for the reading of the present article: One more cup of coffee - The White Stripes 11[ the sign moak ]

Chefs and pastry chefs interpret Caffè MoakJoseph Hadad and Nicusor Nica

by Sara Di Pietro

has adolescent roots. Born in Jerusalem of Moroccan mother and Tunisian father, he attends a cooking school in Haifa at the early age of 16. After nearly forty years of experience, he is nominated Executive Chef at the famous King David Hotel in Jerusalem. It’s time to real-ize a big dream: he inaugurates a restaurant named after him, “Joseph”, in Bucharest, where he combines the cult of gourmet cuisine with a welcoming and refined location. Thanks to his broad experience – seeing him

Caffè Moak in Bucharest kitchens. A visit to the birthplace of Dracula to experience how Italian espresso meets international taste and culture.

This time the Moak bean is interpreted by Joseph Ha-dad, one of the most famous chefs in Rumania, who combines delicacy and features of an eccentric dish in his cooking. At his side, pastry chef of the Joseph restaurant, Nicuros Nica, who created delicious coffee delicatessen. Joseph Hadad’s passion for culinary art

Joseph Hadad

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Recommended song for the reading of the present article: Tango - Goran Bregovic

as protagonist in kitchens of international hotels, such as the Kempinsky Hotel in Germany or the Savoy Hotel in London – chef Hadad holds the secret of more than 200 sophisticated recipes. His culinary skills and the attention to each single delicacy allowed him to win the palates of international stars, such as Bill Clinton, King Hussein of Jordan, Madonna, Frank Sinatra and Michael Jackson. Besides Joseph Hadad, the young pastry chef Nicuros Nica enriched the menu of Restaurant Joseph with more than 100 desserts. Together with his mentor, you will discover a fusion of sweet and salty in two dishes of haute cuisine and patisserie.

Duet of duck breast and foie gras in coffee sauce Ingredients for 2 people: 180 gr duck breast, 180 gr di foie gras, salt, ground black pepper. For the sauce: 130 ml duck demi-glace, black pepper, 35 ml coffee cream, 1 teaspoon of sugar, 1 and ½ of apple vinegar, salt, ground black pepper, ½ thyme,¼ star anise, 1 bottle and a half of Caubernet sauvignon or Merlot wine, 12 l of water, 150 ml of cognac, 200 ml of Marsala.

PreparationMelt sugar in a small pot until caramelised; add vinegar and steam it. Add the duck demi-glace sauce. Reduce the flame and add a cup of slightly creamy coffee. Cook on low flame until the liquid is blended and reduced. Then take the duck breast and cook it in a pre-heated

pan. Season with salt and pepper. Oven cook for 3 min-utes. Meanwhile, cut the foie gras, put it in a pre-heat-ed pan on low flame. Leave to cook for a minute each side. Take the duck breast out of the oven, remove the skin and cut into 3-4 medallions. Cut the foie gras in the same way. Pour the sauce into a soup plate, add the duck breast and then the foie gras. Decorate with 2-3 coffee beans. Prepare some milk foam and sprinkle on the finished dish.

Moroccan coffee biscuitsIngredients: 3 eggs, 100 gr granulated sugar, 350 gr dark chocolate, 50 gr butter, 120 gr flour, 100 gr almond powder, 5 gr baking powder, 5 gr coffee.

PreparationPlace the butter and chocolate in a bain- marine. At the same time put the eggs and sugar in the blend-er. When the eggs are well blended, mix the almond powder with the flour and baking powder, then add it step by step in the eggs mousse. Keep mixing and add the coffe, then the chocolate, at the end. Mix for another minute and then put it in the fridge. After an hour, remove from refrigerator and make some balls of composition. Add them through granulated sugar, then through powdered sugar and then place them on a tray with silicone. Bake in preheated oven at 180 degrees for 8-10 minutes.

Nicusor Nica

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Moak People Training, more space to training

edited by for[me]training

twelve stations is intended to café and latte art courses, in order to learn preparation techniques of real espresso and turn cappuccino into an artwork. On the other hand, the “for[drink]” room will be dedicated to flair bartend-ing, where participants can learn acrobatic techniques to prepare cocktails and create spectacular things drawing their clients’ attention. The third room “for[research]” is the tasting room; an area dedicated to sensory percep-tion of coffee. Thanks to some tasting techniques, par-ticipants can discover a unique sensory experience dur-ing tasting, which reveal unexpected tastes and scents to palate and sense of smell. Besides this, the tasting room is also used by the Moak Research Development team to test new alchemies of the Moak blends. Professionals of the sector will be trained by AST (Au-thorized Scae Trainer) and WFA (World Flair Associa-tion) trainers on how to prepare an excellent espresso and how to manage one’s own business at best. Many courses, above all those attended within a coffee shop, have the aim to provide a guideline on how to turn a simple ritual into something spectacular, so to attract

Drip coffee, espresso, macchiato, decaffeinated, short, long: coffee has been dominating the uni-verse of good taste and close-at-hand quality

for centuries. Bar as meeting place, as amusement and harmony for one’s senses. The ability and art of being able to prepare the real Italian espresso is in Moak’s genetic code, always investing in training by addressing a generation that yearn for professionalism. A passion that accompanies trainers in an unrestrained research of never taken for granted interpretation of food and drink. The same Moak wants to pass on to its clients every day. Nowadays, consumers are more and more pernickety, and improvisation doesn’t always help. Baristas not only have the task to prepare a good cof-fee, but also need to be able to run their place at best, optimizing resources and aiming at innovation. This is why Moak wanted to dedicate more space to training, enhancing the in-house division within the office dis-trict. Two additional equipped rooms have been set up in the new MPT (Moak People Training) department to attend courses. The “for[coffee]” training room with

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Recommended song for the reading of the present article: Learning - The National

strategies. Moreover, the course will allow enhancing preparation techniques of espresso as well as food-related products.

Bartending Course 1.0A theoretical and practical course to become a real bartender. Participants will learn to mix the most fa-mous cocktails in few seconds and without the help of measuring cups, and to organise counter and workspace at best, in order to turn drinks time even more pleasant and lively.

Bartending Course 2.0The advanced bartending course is addressed to profes-sional bartenders and will turn the work into something even more spectacular, quick and practical. Based on ac-robatic techniques and simultaneous preparation of cock-tails, it will allow to gain more self-confidence behind the counter and to create real attractions for customers.

Show Flair CourseParticipants will learn to mix cocktails and drinks with acrobatic techniques, creating a spectacular and enter-taining atmosphere. The course also aims at incentivizing teamwork and harmony between bartenders, and training participants even at competitive levels.

and amaze the end consumer. There are different activ-ities meeting everyone’s needs: from basic courses to train those who would like to become real experts of the sector, to courses regarding preparation of a tasty cappuccino. (info store.caffemoak.com)

Main MPT courses

Coffee bar Course A theoretical and practical course to enhance the knowl-edge of espresso, from coffee bean history to its features, and to the techniques of obtaining a proper preparation of espresso as well as of the main products Italian coffee-re-lated products.

Latte Art Course, the art of cappuccino You will learn techniques to manage and recreate the most diverse forms and drawings on cappuccino tops by pouring milk with simple movements.

Profession BaristaA complete course for those who want to become real experts in the food & beverage sector. Aim of the mod-ule is the qualified training of barmen; from knowledge to coffee bean history to bar management and to sales

Giovanni Peligra - WFA Trainer Marco Poidomani - AST Trainer

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Do-it-yourself, pending and time-related coffee. New habits of consuming at the bar

by Sara Di Pietro

In Valley City, in the outskirts of New York, two young people turned the offices of a former bank into a public place, where those who come in can have breakfast, take a coffee or some ice cream. However, the bizarre idea is not the new intended use, but rather the service: people come in, search for what they need, read the price and pay. All nor-mal so far, except for the fact that nobody welcomes them,

There are those who put service and courtesy in the first place, those who think that time is worth more than a coffee, and those who put all on “price”

instead. From the Big Apple to our Bel Paese, more and more places opt for unusual strategies to win or let them-selves captivated by their clients, changing in some cases even habits of consuming at the bar.

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that day drinks a coffee and pays two, for a person coming after, who can’t pay for it. An offered coffee, a human action and definitely an extra smile. On the other hand, there are those who are repaid by a smile. At the Petite Syrah in Nice, if clients politely address the person that is going to take the desired cup of coffee to one’s table, they do not have to pay the established additional charge for espresso. An invitation to respect good manners – let it be clear that the same treat-ment is also expected from behind the counter – that penalis-es by doubling the cost of a coffee for those who don’t greet and, on the other hand, reward those who show kindness and politeness. Furthermore, the new AntiCafè formula is entire-ly Italian, or better Roman, where consumption is not paid, but rather the time spent seated at the table.

nobody serves them, nobody is at the checkout counter. Only a camera acting as “watcher”. Obviously, everything is cheaper and it seems that the idea of the two young people is working well; clients are happy and they leave even tips. In Italy, we don’t know how much “opportunity would make a thief”, or how much the idea to go into a bar and not hear-ing “good morning” or “do you prefer short or long coffee” would be appreciated. In our country, you become attached to the barista, appreciating his/her professionalism and kind-ness. Italians may be sly, less alert towards rules, but we love to be hospitable and friendly, have a little talk in front of a coffee. Trusting this good nature, some places restarted the old Neapolitan custom of “pending coffee”: a client starting the day in a good way or having something to celebrate on

Recommended song for the reading of the present article: Magic Arrow - Timber Timbre 17[ the sign moak ]

Industrial Design,Francesco Librizzi

Column by ADI Sicilia

It’s an egalitarian thought basing work on competenc-es: everyone can acquire it making an effort. However, equality is not the best possible form of democracy. It has the defect of placing rights before possibilities. At-titude comes from talent. It doesn’t require strain, but abandon. Competences need an a priori choice on the long path one wants to follow. They are based on selec-tion. On the contrary, the talent form everybody has in a different way cannot be chosen. It can be recognized. In the end, I believe in democracy made of people that are different from each other, where everyone follows his/her own attitudes, rather than achieving some skills with effort. I think that a society based on fulfilment rather than sacrifice is more natural.

In an interview to Domus, you stated that your passion or “attitude” for design has roots in your childhood and birthplace, that is Sicily. Sicily is a triumph of forms. I was and still are very lucky to be born here. A “Sicilian” has a deeply dramatic im-aginary, a well-structured sense of narration, an atavic nature to dialectal thought. Acuity, enlightenment, irony and taste are features I recognize in very many Sicilians.

The renowned design magazine Abitare dedicat-ed the cover to him. Born in 77, from Palermo, Francesco Librizzi chose to launch his studio and

product design in Milan in 2005, but the bond with his birthplace is strong and indissoluble. Coming and go-ing from the big city full of stimulus to the places of his island, where his father and uncle made him discover his tendencies since he was a child, which are creating, handling and transforming to give life to new items and spaces. His work won prestigious awards – among which the Prix Émile Hermès and the honourable mention for the extension of the Loris Malaguzzi centre in Reggio Emilia – and was exhibited by institutions, such as the Louvre and the Triennial of Milan. Among the most sig-nificant set ups are the project of the Italian Pavilion at the 12th Biennial of Architecture in Venice in 2010, and the Bahrein Pavilion at the 13th edition held in 2012. In 2013, he was invited to design an installation dedicated to Bruno Munari in occasion of the 6th edition of the Design Museum Triennial.

“Being able to design is not a question of expertise, but rath-er of aptitudes”. Where does this awareness come from?

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Recommended song for the reading of the present article: Architetture lontane - Paolo Conte

Francesco Librizzi

necessarily the best ones. The most successful ones were those I did with such simplicity that I nearly achieved indifference. For example, the first staircase, which the public really appreciated a lot, was an absolutely sponta-neous project for me: I didn’t imagine I had done some-thing important until the recognitions from magazines and from the public of colleagues and passionate people. The project for the roof-tip restaurant at the Triennial and the project for the Bahrein Pavilion at Expo 2015 marked a great path in my studio.

How important is it for a young designer to become member of Adi Sicilia, and what kind of didactic tasks do you carry out on our island? Joining an institution like ADI means being part of the game. Above all in a region like Sicily, often far away and excluded, feeling like being part of the great and continuous tradition of Italian design can be essential for a young designer. I remember that I saw Enzo Mari walking along the roads when I arrived in Milan wait-ing at a traffic light on my motorbike. I was astonished: it was really him in the flesh. Years after we worked together. So it was all real. I think that being part of ADI can give you the same sense of continuousness and possibilities. I’ve been lucky I had great teachers. A teacher is he who passes a basic thing on to you, which is able to have the effect of a big change in your life. I teach to repay that debt. In Sicily, I hope that my contribute can increase the good possibilities of young people in our island

All this beauty is also violence. Distancing yourself can sometimes help to avoid being burnt. Milan is a civil, in-formal, serene city. Citizens can do their work in a natural way and with much self-respect. It’s a wonderful place to work, live, meet the great people that are still based here.

A staircase seen as cornerstone and “tool to describe a triumph of panoramas and landscapes”. How do steps and handrails become essential in a project?A staircase is a great architectural occasion. It is both summary and excess of space. It’s a formal, sublime and absolutely real moment, but transient at the same time: it literally is the exit from space and way to a higher level. With the project of some staircases, we searched for the essence of space and managed to domesticate it.

Tectonics of spaces comes out in many of your projects, as if everything had to be observed and experienced from on high. Where does this vision come from? Space doesn’t exist, but can be built. Every author tries to find a match between words and ideas. In other words, searching for a language that expresses what the author sees and wants to pass on to the others. When I started to work on spatial structures including volume, even if they didn’t have mass, it was a real discovery. My language took shape and turned into a very specific point of view, which I called “Maximum Visibility” since then.

Which project thrilled you most? It’s strange that the projects we work hard on are not

19[ the sign moak ]

Coffee and healthHow many coffees shall we drink? It’s written in the Dna

stand how our organism metabolises this substance, and above all if the effects are equal in all people or, as I notice after all, if there are individual differences. Actually, the study allowed to understand why some people feel the need to take in caffeine more times per day, while other only once per day, along with the pos-itive and negative reactions that this involves on each individual.

Is caffeine intolerance also connected to a genetic factor?I wouldn’t call it intolerance, but rather low or quick capacity to metabolise taken caffeine. Indeed, the differ-ence lies in the fact, how quick the liver is to eliminate caffeine and thus its derivatives within a certain period. This time is given by the single genetic variability in the gene CYP1A2, which produces and important enzyme in the metabolism of caffeine. Some people (about 10% of the population, fast metabolizers) have a variation in

DNA tells u show many coffees per day we can drink. The discovery comes from Boston, thanks to a recent study carried out by a ground of re-

searchers of Harvard University. A result that reveals why some individuals take in more caffeine compared to others, and why some people are not affected in their night sleep when drinking coffee after dinner, while oth-ers would have a sleepless night. It is therefore a genetic predisposition, which will help to determine maximum and minimum quantities of coffee each person can take per day, and thus benefit from consumption increase or reduction, in order to improve health. Professor Gi-useppe Novelli, professor of Genetics at the Faculty of Medicine of the University of Rome Tor Vergata ex-plains it better.

How was is discovered?About 90% of men and women in our planet consume caffeine every day. It is therefore important to under-

Prof. Giuseppe Novelli

by Sara Di Pietro

20 [ XII 01/2015 ]

Recommended song for the reading of the present article: Cat dna - Ozric Tentacles

caffeine taken in the organism on a daily basis. In my opinion, carrying out such a test shall not just be used to understand how much coffee you can take per day, but for a general medical evaluation in people at risk of car-diovascular diseases. In fact, it is well known that slow metabolisers taking more than three coffees per day have a higher risk of having a heart attack. This becomes even more important, if the subject is a smoker. In this case, risk is doubled.

What are the benefits of such discovery? Identifying slow metabolising subjects in categories at risk can be important to prevent acute episodes in the cor-onary diseases, and also to foresee effects of some very important medicines (pharmacogenetics) in cardiovascu-lar therapies that depend on the same genes involved in the consumption of caffeine.

this gene that allows them to eliminate caffeine faster, so they can easily drink at least 400 ml caffeine per day without any particular problems. Instead, other people with other variations (slow metabolizers) con-sume less caffeine per day because of this. Moreover, the research highlighted that there are at least 6 other genes regulating the consumption of caffeine, besides CYP1A2 (AHR, POR, ABCG2, BDNF, SLC6A4, GCKR, MLXIPL). It is interesting to notice that some of these are active in the metabolism of sugars and fats, and had never been connected to the consumption of caffeine.

So how does a person know if and how many coffees he/she can drink per day? Is there a genetic test or is a sim-ple appropriate check-up fine? Through a simple genetic test, one can establish each single person’s capacity of effectively metabolising

21[ the sign moak ]

Who said that a bar is a place only for adults?

by Francesca Puglisi

suring 140 sq m for families with the aim to keep the concept of “staying together” alive, without giving up anybody’s needs. The idea comes from Rosa Massimo and Paola Tagliaferri (in the picture), who met at child-birth classes and realized there is no place where one could feel at home, without giving up afternoon pastime with one’s own children. The bar is divided into two areas: in the area intended for children, there is a chang-ing station with equipped changing table and toiletries; for discreet mums, even a small sitting area has been arranged, including cushions for breastfeeding. More-

I t seems that the times where in many places the pres-ence of children was not well accepted are now gone. And while many bars and restaurants already adapted

to this by dedicating small playing areas to the youngest, the trend today is opening bars where preferred custom-ers are indeed children and families. This new format was invented (needless to say) by women, who decided to turn from housewives and mothers to businesspersons. After Brescia and Torre del Greco, other two mum’s were infected by the brilliant idea and just inaugurated the Mom’s family bar in the centre of Milan; a bar mea-

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es dedicated to creative children are offered. And to discredit that the bar world is only for adults, Moak has been promoting Latte Art Junior courses in the past few years, that is teaching the art of cappuccino decoration to the youngest. These events turned out to be stimulating recreational activities and a real “overbooking” for those places who offered them (info on store.caffemoak.com). Therefore, if you run low on ideas, the family bar defi-nitely is a nice opportunity and claim for those parents seeing that the presence of their children is not welcome in many places.

over, children can enjoy an “ad hoc” menu with special consideration for those suffering from celiac disease. Adults can obviously make use of the café and aperi-tif corner. Rosa and Paola would like to stress that it’s not a day care, but shops provided with playing areas, nursery and children menus, where parents can enjoy a coffee or a cocktail in total relax in the meantime. While the Mum’s family has been leading proponent in Italy, children bars are a widespread trend abroad. Examples are the Kindercafè in Berlin where, besides an equipped playing area, painting, drawing, dance and theatre cours-

Rosa Massimo and Paola Tagliaferri

Recommended song for the reading of the present article: La Belgique - Hoquets 23[ the sign moak ]

The style of furnishing.A child-friendly bar Column by the editorial staff

TedThe Ted lamp made of three-dimensional cardboard combines attention to environmental sustainability with the “emotional” components of an art toy. The result is a funny Japanese manga lamp, customizable in eight different textures. Design by Roberto Giacomucci, for Kubedesign.

Little FlareNice and functional, the Little Flare table is versatile and customizable. What makes the table unique is its four empty and open legs made of transparent poly-carbonate, including boxes to hold pens, paper or toys. Made of MDF, available in two sizes. By Magis

TsuchinocoNo glue or screws: everything works and is entirely as-sembled by jointing. The child-friendly green furniture Tsuchinoco of the Japanese designer Masahiro Minami is made of recycled cardboard. The double aim is to teaching children to put their things in order in the dif-ferent spaces the furniture comes with, and becoming familiar with seats and surfaces through a recreational approach. Distributed by Nihon Logipack Co.

Here are some solutions to furnish a place child-friend-ly, inspired by the family bar. Nice, funny, but also eco-friendly, these components will make areas dedicat-ed to children more welcoming, where also adult may allow themselves peasant breaks.

Panton ChairThe famous seat designed by Verner Panton in the Sixties in the funny kid version. Moulded in a single piece, the Panton chair shell follows the bodylines and is stackable of up to five pieces. Made of coloured polypropylene with injection moulding, it is available in the traditional glossy finish as well as the new edition glazed version. By Vitra AlmaWith its height of 50 cm, the Alma chair of the Me Too Collection by Magis is the funny solution to organize spaces dedicated to children. Made of polypropylene, also suitable for outdoors. Available in four colours.

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Become protagonist of Moak Generaction around the world.#Putyourfacemoak, the most voted faces of the month by users on Instagram

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Marsalì, the new corporate identity pays homage to Arab culture

Arab word mohac, which means Modica). The pro-ject of the new corporate identity was entrusted to the for[me]moak team, in-house advertising agency that restyled the brand with innovative and creative language, worthy of respect by those who love merg-ing past and present. Moak is continuously in search of details, so that even the iconographical research phase was inspired by the world of Arab architecture as well as Sicilian majolica. New names also for the blends, besides the packaging: Top selection is the Tostato 1 – even in the highly refined “plus” version - consisting of a high percentage of Arabica and avail-able in 1 kg coffee bean and 60-pad packages. For lovers of espresso with stronger and creamier aroma, Marsalì proposes the Tostato 2 blend with a higher percentage of Robusta, which is as well available in 1 kg coffee bean and handy 60-pad packages. Instead, as for the decaf line, Marsalì opted for the name To-stato 3, available in the elegant 250 g ground coffee

A t the end of the Eighteenth century, it was the English businessman John Woodhouse, who had just landed on the Sicilian coasts of Mar-

sala, that describes the wine produces by local farm-ers (Marsala) an excellent drink, and thus became export promoter abroad. It is indeed well known that history makers crossed the town with Arab influence, among which heroic Garibaldi, who went ashore in Marsala on May 11th, 1860 with his Thousand volun-teers and freed southern Italy from Bourbon oppres-sion. In the “gorgeous urbs” – as Cicero described it – there’s not only wine producers. In 1974, the small roasting company Americaff is set up, which coffee is appreciated in good time in the island. In 2005, Moak acquires the plant, and relaunches it with a new brand in 2014: Marsalì. The name includes the etymologi-cal Arab origin of the town (port of Allah), which is not new for Moak, being proud debtor of its brand towards its hometown (in fact, Moak comes from the

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environment, as well as direct and expert assistance, which are part of our company philosophy and cannot but be pursued as by our nature”.An explosion of senses trying to satisfy every single palate and being able to position the new brand into different markets. In order to strengthen its new iden-tity, Marsalì also created a new advertising product line, essential items for professionals in the field and communication tools to spread the new brand. From coffee to cappuccino cup, to napkin holders, plastic cups and sugar sachets, the new advertising products include the project’s innovative strength.

tin and in pads. For the Gdo sector, Marsalì created one single blend, Tostato 4, in 250 g ground coffee packages. “In a perspective of product distinction – explains Alessandro Spadola, Moak’s Holding Group Gener-al Manager – we acquired the roasting company of Marsala with the aim to establish a blend line, which positions itself on a different market, but not of lower quality compared to Caffè Moak. Obviously – con-cludes Alessandro Spadola – Marsalì will have the same ethical and commercial values, being taken over by Moak, such as attention to quality, respect for the

Recommended song for the reading of the present article: Arabian Lover - Duke Ellington & his Cotton Club Orchestra 27[ the sign moak ]

The gentle and intense characters drag the reader into the background of a fascinating London. A book with simple plot, but rich in considerations that emerge from the protagonist’s naivety. The hints on labour and immigrant expliotation is interesting.

Imi doesn’t know his parents and didn’t have a normal childhood. But in the Hungarian orphanage he grew up, he learnt many things: the art of bartering, the passion and cruelty of every real game, the unhappiness of being lonely and the happiness of small things. When he turns eighteen, Imi can decide what to do with his life, and feels steadfast and strong. For the first time, he crosses the pokey borders he grew up in, and moves to London, where he starts working as waiter in a big coffeehouse chain. From the old lady that accommodates him, to the colleague he becomes friend of, everybody tries to convince him that what in his eyes appears to be part of a good and intelligent mechanism aimed at everyone’s happiness in the crawling roads of London actually is ruled by petty rules connected to profit. Nobody will be able to convince him, until life will take it upon opening his naïve eyes.

Nicola Lecca (Cagliari, 1976) is a nomad writer that used to live in Reykjavík, Visby, Barcelona, Venice, London, Vienna and Innsbruck for a long time. His collection of short stories “Concerti senza Orchestra” [Concerts without an orchestra] (Marsilio 1999) was among the finalists of the Strega award. He received the Hemingway award for literature at the age of twenty-seven. His works are released in fifteen European countries. Due to his artistic merits, Nicola Lecca was also chosen to represent Italy on board Literaturexpress, a train patronized by UNESCO – with 100 writers from 46 countries on board – which travelled from Lisbon to to Moscow in summer 2000. He was also sent to many European countries for Radio Rai, acting as music critic, and wrote and directed the programmes “Grand Hotel” and “Settimo Binario”.

Coffee to read

La piramide del caffè (The coffee pyramid)

The author

by Nicola Lecca

in cooperation with

Book series: Scrittori italiani e stranieriEdition: MondadoriYear: 2013Number of pages: 240Price: 17,00 euroISBN: 9788804624592

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Share a coffee per day with us. The best pictures and funniest faces chosen among the sent ones.

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a#moakpeople contest@moakpeople contest

Recommended song for the reading of the present article: Georges Blues - The Pistachios

Banning meat and fish from the table. That’s the philosophy of vegetarian diet, which excludes the use of animal products. Considered a niche phenomenon until recently, today more and more people, mainly women aged between 25 and 34, “con-verted” to this diet, making a choice that is not only bound to health, but also to ethics. In the “coffee and surroundings” sec-tion, Chef Carmelo Chiaramonte continues accompanying us in his trips and makes us find out how vegetarian cuisine can be pleasantly delicious, easy to prepare and within everyone’s means.

Winter plays with our mind, which is often puckered by cold and dreams about the summer and its warm shin-iness. The cure to take care of such subtle melancholy is to seek refuge in the hilly Mediterranean tastes: holm oak and oak woods, rare and resin-scented herbs and strolls to be released from the numbness of the heating system. The dream that heats up a gourmet soul comes from pistachio ice cream, light and in line with the rules imposed by Pythagoras regarding vegetarianism. Three rare and totally Sicilian herbs in this dessert: helichrysum recalling the scent of curry, arquebuse rich in yellow daisy notes, and Artemisia, full of resin and fresh incense smell. A cold and unforgettable portion, where the taste of raw mushroom opens a window to the imagination of deep wood scent. Among the spoons

For pistachio ice cream 20 cc milk 10 cc fresh cream3 gr dry porcini mushroom powder60 gr thyme honey45 gr powdered shelled pistachios 5 cc Nocellara Etnea extra virgin oil

To smoke the mushrooms 300 gr charcoal4 fresh helichrysum tops 4 intact porcini mushroom caps

To complete the dish Some artemisia tops 4 arquebuse flowersChestnut honey Nocellara Etnea extra virgin olive oilWhole salt

How to prepare itMix all ingredients to prepare the ice cream and pour into the ice-cream freezer. Cook with oil until creamy. Burn charcoal, put into a smoker, place the porcini mushrooms onto a high grill, smoke with helichrysum flowers. Re-peat the same procedure twice. Put an ice cream scoop and a slice of porcino mushroom onto a cold plate (0°) and decorate with oil, salt, flowers, herbs and honey.

sinking into the dish, the porcini mushroom is accom-panied by the tastes of its botanic neighbourhood, olive oil, the black Sicilian bee nectar and the green candour of a Sicilian pistachio grove. Pairing a wine is not nec-essary, but if you want, here’s a glass of dry and deep Marsala.

Coffee and surroundings by Carmelo Chiaramonte

Winter exoticisms of the high hills

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scarica i pdf completi su: www.caffemoak.com/the-sign-moak - www.caffemoak.com/en/the-sign-moak

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