This Use Case is part of B.Art
OPERA HIP(ster)
Challenge
The challenge of OPERA HIP(ster) was to find a new language to narrate an everyday and traditional experience like the one of the Italian espresso coffee for the company Nuova Simoncelli, a coffe-machines producer. The starting points were authenticity and sense of belonging to tradition, which had to be revived in a modern way, in order to reach new targets found in the public of international hipster-culture cafes. Therefore, the intent of the artistic intervention at Nuova Simoncelli was to promote opera and the tradition of coffee in an exciting context of revival and authenticity of the past.
Process
The artistic intervention has been created by Macerata Opera Festival, one of the most important opera festivals in our region and Italy itself. The intervention brought opera music in a refined and fashionable environment such as the Salone d'Onore of the Milan Triennale, where the Macerata Opera Festival's artistic director Francesco Micheli performed in a deejay set, accompanied by the eclectic artist Nicoletta Magalotti, aka NicoNote. The mixed pieces, strictly on vinyl, have been selected to represent the company's philosophy and are taken from the Opera Festival repertoire.
Results
Innovation in the company's communication; new targets reached.
