ruota

Moak presents "The “extraction” wheel.

17.01 Coffee extraction turns into a game at Sigep 2017: The Extraction Wheel. A nice and interactive way to introduce visitors of the 38th International Show of Rimini to the different extraction methods of the new single origin coffee line. There are about 30 different ones worldwide, but less than a half are well known and only around five are actually used. They are seen as alternative compared to the espresso method or the better-known filter coffee, but appreciated by new generations, who travel the world and are open to new trends. Marco Poidomani, MPT (Moak People Training) SCA trainer, dug out old rituals, coffee pots and handcrafted phials – from the Turkish one to the French one, including also the one from overseas – through a careful research and some step back in time, and got patented new extraction tools meant for real coffee lovers. Moak chose 12 of them and matched them with the pantone colours of the new My Music Coffee advertising campaign, which is going to be unveiled at the Sigep on Moak’s fiftieth anniversary. The game is easy: 14 wedges, 2 of which are jokers; each of these is matched with a colour and an extraction method. Inspiration was taken from the Wheel of Fortuna, a famous quiz show from the Eighties: in the game, participants make the wheel turn and take part at the extraction of one of the five single origins based on where the pin stops, while the two jokers offer a prize that will be revealed at the Moak stand each day.

“Consumers’ habits are changing – explains Marco Poidomani – you don’t dedicate just a few minutes to the coffee break. ‘Tasting’ a drink means giving oneself new sensory itineraries where to discover the products’ organoleptic features. This applies even more to single origin coffee. This is why Moak supports a new status of the coffee bar world and want to offer clients a wide range of latest products to be included in the shops, starting from the single origin range, considering that this kind of coffee is certainly more time consuming in terms of production as well as roasting process and extraction in the cup, but offers unique taste and aroma. The Extraction Wheel is a format we wanted to launch during the Sigep, in order to involve clients and visitors, who will be able to take part in the courses with a different mood, as if they were at school: it’s no secret that you learn better and faster while playing an having fun!”.

In primo piano

Caffè Letterario 2016
letterario 2016

28.06 With more than 300 short stories arrived from all over Italy, the 15th edition confirms its annual success. Announcement is closed, and now we just wait for the outcome of the panel to see who is going to step on the podium. Cinzia Tani, a woman, will preside over the panel this year.

Moak at Taobuk 2016
taobuk

01.09 Moak partner of Taobuk 2016, the International Book Festival, which will be held on September 10-17 in Taormina. Coffee will be, once again, an occasion to talk about art and literature. Together with the Grand Hotel Timeo, Moak is going to host some of the events scheduled for September 14th.

Fuori Fuoco 2017

22.07 Laura Seraniwill preside over the 2017 edition of Moak’s international photography contest Fuori Fuoco. Laura lives in Paris, where she has been “Présidente du Jury at the Prix Résidence pour la Photographie de la Fondation des Treilles” – director of the panel for photography at Fondation Les Treilles – since 2015.