Chapter 14 in the name of coffee (1)

--------------- in the name of coffee (1) --------------- Come on, get some coffee somewhere, he said. Well, I have a reflexive look on my face, and I have to pretend to be relaxed. I'm sorry, I don't drink coffee. I like the smell of coffee. . In my memory, once upon a time, I drank coffee for a while.That’s the same principle as when I found myself falling in love with eating bitter gourd and thought I’d finally grown up. I gave up milk and soda that children love, and switched from drinking milk tea to drinking bitter coffee, forcing myself to break into adolescence and risk growing out. With a dangerous look on his face, he tasted the joys and sorrows of life for the first time.

Back then, of course, I didn’t know that there was such a thing as a simple taste. I drank it in the morning, at noon, and before going to bed, and it was a very cheap instant-dissolving brand.I don’t know why I have to stay up all night, I don’t know why I got a duodenal ulcer, I don’t know what kind of special medicine I took and then I gradually recovered from my illness, and I don’t know why I put everything on the coffee, and I haven’t touched it ever since. ——One time I went through a level recklessly, and my heart was pounding and I was sweating after half a sip—from then on, I had one more reason to stay away from coffee.

If you don't drink it, you can still smell it.It is a kind of coffee patent that immediately creates an atmosphere and feeling around you like ambient music.If you drink coffee, I will drink tea. Fortunately, we have the right to choose and allow each other a little freedom to enjoy. The days go by like this, and not drinking coffee doesn't prevent me from going to a coffee shop.At that time, Hong Kong did not have a decent independent coffee culture. The cafes were all attached to four- and five-star hotels. In fact, they were just a variety department for eating and drinking. Of course I don’t know if their coffee is good, but English afternoon tea The small snacks on the elevated silver plate, such as Sikong baked cakes and cucumber sandwiches, I really care about whether they are delicious or not.In a daze, I spent time in those cafes with a group of cultural seniors who were three to five years older than me, and purely drinking tea also cultivated a kind of self-righteous cultural ideal and sensibility.Later, I had the opportunity to be in Taipei, where cafes have long been established, and my friends led the way from one to another, not to mention Paris, London, New York, and even Tokyo. I could only smell the coffee and breathe freely. The atmosphere of these cities with a rich history of coffee culture, whether actively or lazily watching and being seen or not watching in the cafes, are all the wanton daily life of the short stay in those cities.Especially when it was a coffee age without Starbucks——

I almost forgot Italy. How could I forget that small glass of espresso at 8 o'clock in the morning that made my heart beat hard? Every year when I go to Milan, I live in the same small hotel. For more than ten years, the shopkeeper has been the lean uncle named Dong Ni.The small hotel has a small bar, where the semi-self-service breakfast is settled every morning.I was greedy, and I bought a lot of different soft and hard cheeses, yogurt, and fresh fruits "collected" from different markets. Once I couldn't help but bought a dozen (and bird) eggs, and dried ham Cut a stack, breakfast is almost people's lunch.Uncle Tony was in charge of getting me a hot drink. In the first round, I drank the small, thick and black Espresso in one gulp. While my heart was beating, I recognized the small white coffee cup with illy on the red background. White little sign, what is IllY? It wasn't very clear at first.

Then I started to pay attention. When I walked into every corner of the city, large and small cafes, I would come across the name ILLY - from the coffee machine to the bags of roasted coffee beans and coffee powder, as well as the classic white small coffee shop. Cups and cup noodles are regularly updated with new patterns every year. ILLY turns out to be a well-known Italian coffee brand with a history of 70 years. Mr. Francesco Illy of the first generation fought the world with his bare hands. In 1935, he invented the first automatic Espresso machine that replaced compressed air with steam. At the same time, he also introduced the pressure packaging method that is beneficial to preserve the quality of coffee.The second-generation Ernesto Illy and his wife Anna officially took over after the war. They are committed to setting up various production and research departments, establishing production lines in Brazil, Central America, India and Africa, the origin of coffee beans, and cooperating with education and training programs. To improve product quality.The third generation of brothers and sisters Riccardo, Andrea and Anna all joined the family business. In early 1999, they opened a coffee university in Naples to promote Italian coffee culture through an independent operation mode and train a new generation of coffee shop operators and Practitioner.In the millennium, a coffee laboratory caffeILLY was set up in Trieste, where ILLY's headquarters is located. Claudio Silvestrin, an architect known for his minimalist style, designed a cool cafe for practice business, allowing aspiring coffee to be more than just a business. Enthusiastic people can put themselves in their shoes and have a try.The Millennium Edition "Guidaai MigliroiBard, Italia" (Guidaai MigliroiBard, Italia), which I bought for the coffee fans around me, turned out to be a publication sponsored by Illy.

I often think that many people will muddle along just to make a good and decent business. ILLY, a family-run coffee business, has inherited the excellent quality of the Italian corporate tradition, and the enthusiasm is not to mention. , pay more attention to any possibility that can be linked with culture and art in the enterprise - in this country that loves beauty and understands beauty and respects beauty, this is by no means a pretentious gesture, but a true commitment to traditional culture from the heart pass on ambition. Fully sponsored the 1997 Venice Art Biennale, introduced young Italian artists to the PS1 Modern Art Center in New York for exchange and observation, and sponsored the students of the Product Design Department of Central St. Martin in London to design futuristic fantasy Espresso coffee machines that do not have to stick to reality.For more than 20 consecutive years, we have recruited world-class artistic creators such as directors Fellini, Coppola, and David Lynch, artists such as Nam Junbai, Robert Rauschenberg, Gibert and Geroges, fashion designers such as John Galliano, Alexander Macqueen, etc., to Adding a personal graphic color to a small white porcelain coffee cup has become a joy for coffee lovers and collectors.This year coincides with ILLY's 70th birthday. Matteo Thun, the designer who designed this classic white porcelain cup 12 years ago, was invited to launch the naked ILLYnude version. To be specific and specific, ILLY's red and white logo is bold enough not to be printed on the cup body, because I know with confidence that ILLY has already been deeply rooted in the hearts of the people and has long been the code name of coffee.