Caffè Borbone’s “Fuorisalotto”

In the midst of Milan Design Week, among installations, exhibitions, and increasingly structured formats, Caffè Borbone chooses a different direction, staying true to its brand narrative. A leading company in the coffee roasting business, it is now firmly the top brand in Italy in the single-serve coffee segment, both pods and capsules. To convey the value of coffee, it starts from the place that more than any other preserves its everyday meaning: the home. At Via Tortona 36, in the heart of the Tortona Design District, the brand presents the “Fuorisalotto,” a space open to the public designed to bring a simple gesture – or rather a daily ritual – like coffee back to the center, transforming it into a moment of pause and sharing.

The project was conceived as an extension of the campaign "Una storia di casa", translating its narrative into a tangible experience. It is a space to be lived in, evoking a domestic dimension made of familiar gestures and recognizable atmospheres, where coffee becomes an opportunity to slow down and rediscover a different rhythm from the frenzy of Design Week. Inside, the setup reflects the idea of home as a comfortable and welcoming place: visitors can taste the brand’s different blends – from aluminum capsules compatible with Nespresso® machines to coffee pods – experiencing the product in the most natural way. “The Fuorisalotto was created with the idea of restoring value to an everyday gesture, in a context where everything is fast and often filtered,” comments Marco Schiavon, CEO of Caffè Borbone. “Opening a space like this during Fuorisalone means making a clear choice: putting people, time, and the simplicity of a shared moment back at the center.”

During the first days of Design Week, the space also becomes a hub for social content production, involving creators and talents, including Annie Mazzola as host, alongside Ida De Filippo, the Caressa sisters, Coinquilini Croccanti, Federica Brignone, and Alberto Tomba, brand ambassadors. The content, built around the narrative Una storia di casa and the question “When do you truly feel at home?”, is published throughout the week, helping to amplify the project beyond the physical space. Among the most anticipated public moments, on Tuesday, April 22, from 3:00 to 3:30 PM, a meet & greet with Federica Brignone and Alberto Tomba is scheduled, offering an opportunity to meet the ambassadors and engage directly with the brand.

The Fuorisalotto thus takes shape as an accessible and inclusive space, where the idea of a pause becomes an integral part of the Design Week experience, bringing back a daily dimension that is often missing, even in the most spectacular formats.