“A Cimbalino”
One of the ideas that has changed the way coffee is consumed has also defined its character: Cimbalino, a name which is derived from the coffee machine, was used by customers to ask for an espresso at the bar.
The invention dates back to the ‘50s, primarily spread by what we would now call advertising created for the La Cimbali Gioiello professional espresso coffee machine and then by the Cimbali Granluce, which even featured the inscription “un Cimbalino” on the grille, in full view of everyone (we must not forget that at that time the machines were on the bar counter and not on the back counter).
This name soon became, thanks to an innovative marketing operation, the way in which customers asked for an espresso – a hot, intense, full-bodied and creamy coffee – at a bar. In some countries, this term is still used to ask for an Italian espresso.
Google Arts & Culture
It now just takes one click to savour the history of espresso, thanks to a virtual tour promoted by Google Arts & Culture and by Assolombarda, which is launching “Everything starts with an idea“, the largest online exhibition ever created on inventions and discoveries. The collections, stories and knowledge of over 110 institutions in 23 countries, including MUMAC, have been brought together to reveal millennia of discoveries and the great ideas that led to them.
“Through the stimulating and sometimes surprising stories of over 100 partners, we can explore the inventions and discoveries that have shaped our world. ‘Everything starts with an idea’ is an exhibition that highlights that first attempt, that idea, that journey which enables the realization of a dream, and we hope that it will give people an extra incentive to achieve their eureka moment,” commented Amit Sood, Director of Google Arts & Culture.
The Google Arts & Culture project currently supports, in a single experience, over 1,800 cultural institutions in 70 countries, with over 200,000 high-resolution digital art works, 6 million archival artefacts, more than 2,000 Street View interiors and over 6,000 digital exhibitions curated by experts.
Everything starts with an idea
Over 400 interactive exhibitions pay tribute to humanity’s greatest advances in science and technology, to the dreamers who shaped today’s world and also to stories of complete failures and incidents that proved to be a real stroke of luck. “Everything starts with an idea” also allows you to visit, thanks to Google Street View, the sites of the great discoveries, from the deep underground spaces inside the Large Hadron Collider in CERN to the sky aboard the International Space Station. You can see over 200,000 high-definition works up close, including the first known map of the Americas, dating back to 1508, and Albert Einstein’s letters, published online for the first time.
From street view to augmented reality
From paintings of Van Gogh’s bedroom to the women’s rights movement to the Taj Mahal: you can spend entire days exploring the project, with the feeling that the more you immerse yourself in these virtual exhibitions, the more this truly extraordinary experience leaves you breathless.
Its extraordinary nature lies in the detail of the images and the dynamism of the street view shots that allow you to stroll through museums like MUMAC and even to do a Grand Tour in cities like Venice, Siena, Palermo and Rome
Incredibly, it also allows you to join Tilda Swinton and CERN physicists who study particles to witness the birth and evolution of the universe through the use of augmented reality and a tool that allows you to explore 127,000 images from the NASA archive.
Dispenser of art and culture
There are over 500 million searches related to art every month. This is why Google wanted to make art and culture accessible to everyone, working with institutions to take full advantage of digital opportunities and to foster the roots of the future.
The contents, organized in virtual exhibitions, allow visitors to explore – not only through reading, but also visually and emotionally – works, themes and stories through digital narrative journeys that combine images, text, audio and video, enabling us to discover the innovations that have changed the history of both the product and the custom itself, like Cimbalino coffee cream.
In addition to the exquisitely designed art and new Discovery & Innovation channels, two other cultural worlds dedicated to fashion and natural history are already online. Culture has never been so well-expressed.
