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INTRODUCTION
What we really want you to picture
is about the astonishing Expo Milan 2015. It
is the first time in history for the Universal
Exposition to hold clusters dedicated to a
single products, including Coffee! This is
a manifest evidence that coffee is now at a
great socioeconomic importance. Illy, was
chosen as the exclusive curator of the Cof-
fee Cluster in Expo Milan 2015. Inspiring
this Cluster is the vast coffee plantations in
glass house set in the shade of the tropical
forests of Africa and Central America. The
company did not let anyone down, indeed!
It had well planned out their Cluster’s
contents and events, while also profession-
ally managed the hosting and promoting
contributions from its 10 coffee producer
countries. Here at the Coffee Cluster, illy
celebrates the past, present, and future of
coffee, exploring the products, creativity,
and art that have developed alongside the
drink, and the rich heritage of history and
traditions from countries that cultivate and
consume it. The photographic exhibition
Scent of a dream by Sebastião Salgado, is
the fruit of the collaboration between illy
and one of the greatest photographers. His
images take us on an incredible voyage to
the roots of coffee culture.
COFFEE CLUSTER, EXPO MILANO 2015
Curated by illycaffè, a totally in-
novative way of presenting to the world,
the importance and process of coffee,
by showing the journey from the seeds
to its cup right at the Expo! It reveals a
journey to discover how the coffee bean
is transformed into one of the most widely
consumed drinks in the world! The cluster
shows how the starting life as the seeds of
tropical plants that are harvested, dried and
then roasted, this aromatic beverage warms
and revives. This cluster’s architecture
evokes the highest branches of the trees
in the shade which the coffee plants grow,
with the pavilions serving as a metaphor
for these tree trunks. The Coffee Cluster is
characterized by warm and natural colors
that change according to the changing light
that filters through the roof, giving visitors
the illusion of being in a real forest. Driv-
ing this initiative are illycaffè’s pursuit
of excellence, teamed with their passion,
their striving for innovation, and the will
to achieve sustainable development. Cre-
ated in collaboration with the International
Coffee Organization (ICO), this Cluster
narrates the past, present, and future of
coffee, focusing on three areas: the product
and its journey from bean to cup,the cre-
ativity, art and culture that have developed
around the coffee-drinking ritual, and the
stories and traditions of the countries of
coffee farmers and consumers.
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