The Birth of Espresso

Summary

The history of espresso is a fascinating tale of innovation, beginning with Angelo Moriondo's 1884 steam-powered machine, which aimed to brew coffee faster. This invention inspired Luigi Bezzera and Desiderio Pavoni, who refined and commercialized espresso machines, debuting the concept of 'café espresso' at the 1906 Milan Fair. Leonardo Capello's 1922 poster for Victoria Arduino captures the era's focus on speed, showcasing a brew resembling filter coffee. It wasn't until Akilli Gaggia's 1948 breakthrough that espresso transformed into the rich, crema-topped beverage we enjoy today, marking a significant evolution in coffee culture.

Takeaways

• ☕ Takeaway 1: The origins of espresso can be traced back to 1884, with the original patent held by Angelo Moriondo from Turin.
• 🎨 Takeaway 2: Leonardo Capello, an Italian artist in Paris, played a significant role in espresso's marketing through his poster for Victoria Arduino in 1922.
• 🚂 Takeaway 3: Early espresso marketing emphasized speed, associating it with steam and the fast pace of trains.
• 📜 Takeaway 4: Espresso was initially conceived as small cups of filter coffee, not as the distinct beverage we know today.
• 🔧 Takeaway 5: Key innovations in espresso machines were made by Luigi Bezzera and Desiderio Pavoni, who collaborated to commercialize the espresso machine in 1906.
• 🏭 Takeaway 6: The collaboration between Bezzera and Pavoni at the Milan Fair marked the official introduction of 'cafe espresso' to the public.
• 💨 Takeaway 7: The concept of using steam pressure to brew coffee quickly was crucial in the development of espresso machines.
• 🔍 Takeaway 8: The poster created by Capello has become somewhat cliché, yet it contains important details about the early espresso experience.
• 📅 Takeaway 9: The recipe and feel of espresso remained relatively unchanged until the major innovation by Achille Gaggia in 1948.
• ⚙️ Takeaway 10: Gaggia's contributions transformed espresso into a distinct category of coffee, differentiating it from earlier coffee brews.

Q & A

Who is considered the father of modern poster advertising?

Leonato Capello is considered the father of modern poster advertising.

What was the significance of Capello's work in 1922?

Capello's work in 1922 for Victoria Arduino is significant because it showcases early espresso culture and advertising.

What innovation did Angelo Moriondo contribute to the coffee brewing process?

Angelo Moriondo innovated by leveraging steam pressure to brew coffee faster, which laid the groundwork for modern espresso machines.

What role did Luigi Bezzera and Desiderio Pavoni play in the development of espresso machines?

Luigi Bezzera and Desiderio Pavoni built upon Moriondo's patent; Bezzera introduced key innovations, while Pavoni commercialized the machines and collaborated with Bezzera at the 1906 Milan Fair.

What does the term 'cafe espresso' signify?

'Cafe espresso' signifies coffee brewed quickly and expressively, pushing out from the machine, marking the beginning of the espresso machine industry.

How did the poster commissioned by Arduino reflect the era of steam?

The poster leveraged the idea that steam equals speed, using the train as a visual metaphor for fast-brewed coffee.

What type of coffee was originally brewed by espresso machines?

The original espresso machines brewed small cups of filter coffee, not the espresso we know today.

What major innovation occurred in 1948 related to espresso?

The major innovation in 1948, credited to Achille Gaggia, transformed espresso into a new drink category by using pressure to brew it differently.

What does the poster for Victoria Arduino reveal about early espresso culture?

The poster reveals that early espresso culture focused on speed and efficiency, highlighting how quickly coffee could be brewed.

Why is Capello's poster considered a cliché today?

Capello's poster has become a cliché because it is so commonly seen that people often overlook its details and significance.