MOKA EXPRESS Flashcards
Name the designer of the Moka Express
Alfonso Bialetti
In what year was the Moka Express produced?
1933
How did Bialetti arrive at the idea of the Moka Express?
He observed his wife using a primitive washing machine: a bucket was filled with soapy water, sealed with a lid and then brought to a boil over a fire at which point the vaporised soapy water was pushed up through a tube and expelled onto the laundry. Bialetti imagined a similar concept for coffee
Describe the form and aesthetics of the Moka Express
Two octagonal chambers stacked on top of each other. Considered to be a ‘geometric Art Deco rendering of the female body’
What materials were used in the Moka Express?
The body is made from aluminium and the handle is made from Bakelite to minimise heat conduction.
What makes the handle of the Moka Express particularly well designed?
Its ergonomic shape makes it easy to grip and the sharp angle keeps the pouring hand clear of hot metal
Why was aluminium a logical choice for the Moka Express in terms of the social and political climate at the time?
The fascist Italian government in the 1930s dubbed aluminium as the national metal of Italy as it embodied the traditional values of Italian craftsmanship and fine design
Give reasons for the Moka Express’s success
It was considered to be the ‘anti-Starbuck’s’ phenomenon that enabled for the first time for consumers to have their coffee at home rather than in a cafe
Why was the Moka Express one of the key products that played a role in liberating women?
In the 50’s, after the fall of fascism and with the rise of consumerism, the ‘cafe at home’ gave women increased access to the previously male-dominated coffee ritual. It reversed traditional gender roles, enabling women to have their coffee prepared by their husbands
What did Renato Bialetti do when he took over the Moka Express business in 1946?
He engaged in national advertising campaigns and the Moka Express became a symbol for women’s rights and modernity
