{"id":3912,"date":"2023-02-13T01:13:12","date_gmt":"2023-02-12T18:13:12","guid":{"rendered":"https:\/\/notesbook.vn\/?p=3912"},"modified":"2023-02-13T01:19:25","modified_gmt":"2023-02-12T18:19:25","slug":"moka-express","status":"publish","type":"post","link":"https:\/\/notesbook.vn\/en\/design\/moka-express\/","title":{"rendered":"Moka Express"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Ninety years ago, in 1933, in his workshop in Crusinallo, Italy, Alfonso Bialetti invented an object that would make him and his company famous throughout the world: The Moka Express \u2013 the pressure stovetop coffee maker that allowed anyone to make a good old espresso at home.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p>The Moka pot is named after the city of Mocha in Yemen \u2013 one of the very first coffee production areas. Italian poet Giuseppe Parini recalls this in the verses of Il Mattino, when he celebrates the virtues of the \u201cclear beverage\u201d that comes from Aleppo \u201cand distant Mocha too\u201d. Instead, the idea for the design is said to have come to Bialetti while watching his wife do laundry with an old lisciveuse \u2013 a simple but effective ancestor of the washing machine that consisted of a pot in which water was boiled and then released through a pipe, mixed with lye and soap, onto the clothes to be washed.<\/p>\n\n\n\n<p>This is where engineer Alfonso Bialetti drew inspiration to create his legendary coffee maker. In an octagonal aluminum pot \u2013 a material dear to the futurists at the time \u2013, water heats up and rises until it meets the ground coffee deposited in the funnel-shaped filter, where it absorbs the aroma and color before settling in the other half of the pot.<\/p>\n\n\n\n<div class=\"wp-block-columns alignwide is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"697\" loading=\"lazy\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010249\/2.jpeg\" alt=\"\" class=\"wp-image-3886\"\/><noscript><img decoding=\"async\" width=\"1024\" height=\"697\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010249\/2.jpeg\" alt=\"\" class=\"wp-image-3886\"\/><\/noscript><\/figure>\n\n\n\n<p class=\"has-small-font-size\">C\u1ea5u t\u1ea1o m\u1ed9t chi\u1ebfc m\u00e1y lisciveuse c\u1ed5 \u0111i\u1ec3n<\/p>\n\n\n\n<p class=\"has-small-font-size\"><strong>Ngu\u1ed3n<\/strong><br>Bialettistory<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"450\" height=\"475\" loading=\"lazy\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010252\/lavare.jpeg\" alt=\"\" class=\"wp-image-3888\"\/><noscript><img decoding=\"async\" width=\"450\" height=\"475\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010252\/lavare.jpeg\" alt=\"\" class=\"wp-image-3888\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"800\" height=\"530\" loading=\"lazy\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010256\/lavare2.jpeg\" alt=\"\" class=\"wp-image-3890\"\/><noscript><img decoding=\"async\" width=\"800\" height=\"530\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010256\/lavare2.jpeg\" alt=\"\" class=\"wp-image-3890\"\/><\/noscript><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-columns alignwide is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>A simple but brilliant idea. So brilliant, in fact, that the Moka quickly became one of the most popular Italian design objects in the world, with hundreds of millions sold from the 1950s to present. But the Moka, with its unique Art Deco design, also gained popularity thanks to a highly innovative advertising strategy conceived by the founder\u2019s son, Renato, and carried out by cartoonist Paul Campani. In 1953, inspired by Renato Bialetti\u2019s appearance, Campani created the iconic \u201clittle man with a moustache\u201d. This character, who immediately won the public\u2019s affection, first appeared in a series of cartoons with the slogan \u201cOh, yes, yes&#8230; it seems easy\u2026 to make good coffee!\u201d, which soon became a catchphrase. Later, it was also featured on the side of the Moka, becoming an organic part of the object. It was one of the first examples of an entrepreneur directly participating in the promotion of one of his products, even if in an ironic and somewhat cartoonish way.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.domusweb.it\/content\/dam\/domusweb\/it\/design\/2023\/02\/12\/moka-express-un-capolavoro-tra-design-e-comunicazione\/domus-bialetti1.png.foto.rmedium.png\" alt=\"\"\/><noscript><img decoding=\"async\" src=\"https:\/\/www.domusweb.it\/content\/dam\/domusweb\/it\/design\/2023\/02\/12\/moka-express-un-capolavoro-tra-design-e-comunicazione\/domus-bialetti1.png.foto.rmedium.png\" alt=\"\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"516\" height=\"732\" loading=\"lazy\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010316\/eskis1.webp\" alt=\"\" class=\"wp-image-3892\"\/><noscript><img decoding=\"async\" width=\"516\" height=\"732\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010316\/eskis1.webp\" alt=\"\" class=\"wp-image-3892\"\/><\/noscript><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>In 1958, he landed on Carosello, an Italian television advertising show. The little man with a mustache was voiced by Raffaele Pisu, and his mouth took the shape of the letters of the words he pronounced. Thus the phlegmatic man with a fedora-like hat became one of the hallmarks of the golden age of Italian advertising, along with Cavandoli\u2019s La Linea for Lagostina and the Pagot brothers\u2019 Calimero for Mira Lanza. They\u2019re all proof that creativity can reach out to everyone and promote something that improves people\u2019s lives.<\/p>\n\n\n\n<div class=\"wp-block-columns alignwide is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"428\" height=\"484\" loading=\"lazy\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010413\/cel11.webp\" alt=\"\" class=\"wp-image-3894\"\/><noscript><img decoding=\"async\" width=\"428\" height=\"484\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010413\/cel11.webp\" alt=\"\" class=\"wp-image-3894\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"428\" height=\"484\" loading=\"lazy\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010416\/cel21.webp\" alt=\"\" class=\"wp-image-3896\"\/><noscript><img decoding=\"async\" width=\"428\" height=\"484\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010416\/cel21.webp\" alt=\"\" class=\"wp-image-3896\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"428\" height=\"484\" loading=\"lazy\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010419\/cel31.webp\" alt=\"\" class=\"wp-image-3898\"\/><noscript><img decoding=\"async\" width=\"428\" height=\"484\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010419\/cel31.webp\" alt=\"\" class=\"wp-image-3898\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"428\" height=\"484\" loading=\"lazy\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010423\/cel41.webp\" alt=\"\" class=\"wp-image-3900\"\/><noscript><img decoding=\"async\" width=\"428\" height=\"484\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010423\/cel41.webp\" alt=\"\" class=\"wp-image-3900\"\/><\/noscript><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-small-font-size\">Moka, with its unique Art Deco design, also gained popularity thanks to a highly innovative advertising strategy conceived by the founder\u2019s son, Renato, and carried out by cartoonist Paul Campani. In 1953, inspired by Renato Bialetti\u2019s appearance, Campani created the iconic \u201clittle man with a moustache\u201d.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010118\/renato_bialetti.jpeg\" alt=\"\"\/><noscript><img decoding=\"async\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13010118\/renato_bialetti.jpeg\" alt=\"\"\/><\/noscript><\/figure>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13011130\/moka-express-edit-bigger.webp\" alt=\"\"\/><noscript><img decoding=\"async\" src=\"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13011130\/moka-express-edit-bigger.webp\" alt=\"\"\/><\/noscript><\/figure>\n\n\n\n<p class=\"has-small-font-size\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ninety years ago, in 1933, in his workshop in Crusinallo, Italy, Alfonso Bialetti invented an object that would make him and his company famous throughout the world<\/p>\n","protected":false},"author":1,"featured_media":3907,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[157],"tags":[],"class_list":["post-3912","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design"],"jetpack_featured_media_url":"https:\/\/s3.ap-northeast-1.amazonaws.com\/media.notesbook.vn\/wp-content\/uploads\/2023\/02\/13011241\/Father-and-Son-The-original-1933-Bialetti-Moka-Express-accompanied-by-its-1950s.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/notesbook.vn\/en\/wp-json\/wp\/v2\/posts\/3912","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/notesbook.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/notesbook.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/notesbook.vn\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/notesbook.vn\/en\/wp-json\/wp\/v2\/comments?post=3912"}],"version-history":[{"count":0,"href":"https:\/\/notesbook.vn\/en\/wp-json\/wp\/v2\/posts\/3912\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/notesbook.vn\/en\/wp-json\/wp\/v2\/media\/3907"}],"wp:attachment":[{"href":"https:\/\/notesbook.vn\/en\/wp-json\/wp\/v2\/media?parent=3912"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/notesbook.vn\/en\/wp-json\/wp\/v2\/categories?post=3912"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/notesbook.vn\/en\/wp-json\/wp\/v2\/tags?post=3912"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}