THE PURE CAFÉ

The Pure Spirit Of Specialty Coffee Invades Milan

A new value proposition, supported by an original format aimed at a customer curious about new gastronomic experiences, oriented towards human (not just virtual) relationships, with a focus on travelling and experimenting.

Breakfast is catered by the well-known Milanese culinary bakery Clèa. At lunchtime, the cooking is in the hands of Michelin-starred chef Silvio Salmoiraghi. “We wanted to introduce an identifable offer. – explains Alberto – Chef Salmoiraghi proposed his concept of Italian-style kaiseki The dishes are interchangeable so that those who dine with us can always try different things”.

The love of coffee as a social aggregator and a cue to try new experiences. This is the intuition from which “The Pure Café” concept was designed: a true meeting point for coffee lovers, where they can meet other enthusiasts, try new varieties or experience coffee from unexpected perspectives.

It was conceived by manager Alberto Agostinacchio and Italian brewing champion Giacomo Vannelli, who met professionally in Sanremo and, together, took a new gamble: to create a place where tasting speciality coffee becomes an opportunity to meet and form a real community.

“In Italy, specialty coffee is still little known. – explains Alberto – The traditional Italian espresso is the moment for a break and is associated with a burst of energy. It is therefore normally linked to an experience that does not involve tasting. This is how ‘The Pure Café’ proposal was born. A concept that divulges the favours and aromas of speciality coffees, but also and above all the ‘specialty’ spirit of sharing and community”.

Spreading the philosophy of speciality coffee are the Pure baristas, who explain to coffee lovers and novices alike the origins, processing techniques, aromas and favours that distinguish the different coffee varieties. And for the evening aperitif they offer coffee-based cocktails (and other types), creating new creative tasting experiences.

There is also a structured offer of events: the so-called “pure moments”, ranging from music, tastings with food pairing design and stand-up comedy, designed to encourage sharing and interaction between patrons.

A shocking pink Café Racer contrasts aesthetically with the mauve, white, green and wood furnishings and walls. A design detail that underlines the stress on quality and originality of the whole project.