Pininfarina partners with Costa Coffee on a new generation of self

Pininfarina partners with Costa Coffee on a new generation
of self-serve espresso coffee concession
Turin, January 14th, 2013 – British multinational coffeehouse company Costa Coffee announced
at the NRF Annual Convention in New York, Retail’s biggest show in US, the collaboration with
Pininfarina on the innovative “CEM-200” concession. This represents a new generation of selfservice machines able to offer mobile coffee consumers the same high quality coffee, product
customization and brand feeling delivered in Costa’s 2,500 stores worldwide.
Pininfarina had the role of writing a story around the concession able to
replicate the atmosphere of the Costa stores creating the sense of
familiarity in the consumer.
The design concept is characterized by sinuous lines conveying an
elegant look reminiscent of the automotive world. The curving traits
suggest the cut of the coffee beans and the S of the Costa logo creating therefore a trait-d’union with the world of coffee and the one of
Costa. The used colors – black for coffee and red for Costa – make the
message even stronger and more consistent.
Great attention was paid to the usability of the machine to guarantee a
simple and intuitive selection process, an efficient and quick experience
able to make the consumer feel comfortable. The service shelf, shaped
as a dashboard, is spacious and inviting. All of the consumable
elements, such as cups, sugar and stirrers, are very easy to reach in
order to make the customer experience quick and simple.
Beyond the excellence in design the project is also very advanced from
the technological point of view thanks to the teamwork of a group of partners such as Intel,
BSquare, Microsoft and Thermoplan.
“Being part of such an excellent network of partners is a source of pride for Pininfarina. Advanced
technology, iconic design, easiness of use are elements marking the project. The result is a
product expressing the true spirit of Pininfarina’s style” said Paolo Pininfarina, Chairman of the
Pininfarina Group.
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Pininfarina contacts:
Francesco Fiordelisi, Head of Communication, tel. 011.9438105 e-mail
Simona Penna, Communication and Marketing Pininfarina Extra, tel. +39 011.9438107/335.7231541 e-mail