The contemporary image of coffee is entirely rooted in and organised around human wellbeing, both individual and collective. The virtues of this drink, at first medicinal, then degustative, and finally convivial, have finally taken over the entire process. In just a few centuries, coffee became an enormous economy, but above all it has become an anthropological ritual in the most etymological sense of the term.
It is this phenomenon, little known in the countries of consumers or even producers, which constitutes the theme of the exhibition and beyond, the multimedia supports of the project. From the bean to the cup, it is the history, geography, economy, environment, consummation, publicity and aesthetic of coffee, which is blended and mixed in a vast and same world. Designed with a scientific and playful itinerary, the exhibition should in its progression, as in its wanderings, transmit knowledge, but above all, intrigue, excite curiosity, provoke astonishment. Ultimately it is the transformation of the visitor/coffee consumer into an informed spectator of a story that they didn’t (really) know, but which they come to recognise as familiar.
