MON - FRI: 09:00 - 18:00
The 40th edition of Host, the international show for Ho.Re.Ca, GDO, hotellerie, foodservice and retail in general, opens at FieraMilano. For four days, until the 24th of October, all professional operators are in Milan to learn about new market trends on technology, product and design. At this last aspect Mokito has paid a special attention to this year, which you can find at pavilion 14 stand D30 E29 . The historical toasting Caffè Mokito, which for over eighty years is serving the best bars and restaurants on the whole Italian territory, entrusted the design of its stand for Host to the Milanese architecture studio HIT arcHITects. A space of 75 square meters is designed to give visitors a multisensational experience and create a dynamic path that can provide sensations and gain insights by following the whole production chain from plantation until coffee is in your cup.
The space is open and accessible on three sides to favor maximum permeability. The contact with the raw material is direct: you enter by starting the path on a plantation reproduced with small coffee plants that are mixed with big bags containing the best Mokito blends (raw). In this way the visitors can appreciate the variety and quality of the raw materials that Mokito controls from the very beginning of the production chain. Proceeding forward into the stand, you climb onto a platform where you can access the area dedicated to toasted products: here as well there are some big bags containing toasted mixtures allow you to “breathe” the perfume of the product. On the central island, there are some self-service machines and a toasted beans tank that allow the guests to test the product freely. At the end of the path there is a bar where you can try the Mokito coffees in all its aromas.
On the side, there are some display cases that contain small historical objects from the company, which was founded in Milan in 1931. Behind the counter, many tin cans create a large “M” that the studio HIT arcHITects inserted to make the design distinctive, characterizing it with a iconic item useful to illuminate the counter below as the jars have been modified to accommodate a spotlight. The seating and meeting spaces are distributed among the Coffee Bags.
Two side totems at the counter are used as storage closets and, thanks to a height of 5 meters, make the Mokito logo visible in the distance.
“The company’s need was to tell the values and strength of the brand through the raw material, believing that the facts are the tangible and true testimony of a long history of successes. The design has therefore favored aspects, shapes and objects that could enhance the interaction with the visitors inside the stand and would describe the product making it available through an experience that involves the senses from the sense of smell to sight and as well the sense of the touch” said Tomaso Piantini, founder of HIT arcHITects.
arcHITects – Piantini
ph. A. Fongo