1. food and drink

For Immediate Release
THE FUTURE OF THE BAR: SODASTREAM &
DESIGNBOOM TALKS DURING SALONE DEL
MOBILE, MILAN
Teatro Versace: Piazza Vetra n. 7
15 and 16 April, 2015
4:00-6:00 pm
#SodaStreamDesign
www.mix-sodastream.com
April 8, 2015: Experimental mixology has captured the zeitgeist with celebrated bartenders
and secret “cocktail laboratories” popping up in all major urban centres. However, very little
innovation has been introduced with regard to new bar tools and disruptive technology. The
game changing SodaStream MIX, which carbonates any liquid including alcohol, opens up
possibilities for innovation, creativity and debate about the future of the bar.
During Salone del Mobile in Milan, SodaStream and designboom will bring together leaders
of the design industry with the protagonists of the culinary and mixology world to engage in a
greater dialogue revolving around ‘the future of the bar’. The talks will be held at the Alchemy
Lounge, designed by Yves Béhar, at Teatro Versace on April 15 & 16 from 4:00 – 6:00 PM,
moderated by Birgit Lohmann, Founder and Editor-in-Chief of designboom with open Q & A
sessions.
Wednesday, 15 April the speakers will include:
Yves Béhar, Founder and CEO of fuseproject, San Francisco
Carlo Cracco, Michelin-star chef, Ristorante Cracco and Carlo e Camilla, Milan
Carlo Ratti, innovation and design, professor at MIT directing the SENSEable city lab,
Massachusetts/Turin
To join the conversation, please use the hashtag #FUTUREOFBAR.
On Thursday, 16 April speakers will include:
Yves Béhar
Alexander Josephson, Co-Founder of Partisans Architecture, Toronto
Marcio Kogan, Founding Principal of architecture studio MK27, Sao Paolo
To join the conversation, please use the hashtag #FUTUREOFBAR.
The experts will investigate some of the current design challenges in the growing movement
of sophisticated fine dining and cocktail gathering. A perfect occasion to present the
SodaStream MIX – a concept machine which is set to disrupt the world of mixology, at home
and in the bar.
After two years in development, MIX’s advanced technology has already garnered
admiration from the world’s leading beverage professionals, who believe the unrestricted
use across all drink formats will stimulate new beverage possibilities. The MIX combines
technological breakthrough with the most advanced user interface ever seen in kitchen
appliances and most importantly it allows home users and professional mixologists to create
new exciting beverages they could have not done before! This is the most innovative product
SodaStream has ever put forward. - Yaron Kopel, Chief Innovation and Design Officer at
SodaStream
-END-
For any media inquiries, please contact Jacob Peres Office:
Natalia Gerashchenko
Tel: +972(0)53 3363561
[email protected]
Anna Rosa Thomae
Tel: +49 1723667778
[email protected]
EDITOR’S NOTES
About SodaStream:
SodaStream International Ltd. (NASDAQ: SODA) is the world's leading manufacturer and
distributor of home beverage carbonation systems, which enable consumers to easily
transform ordinary tap water instantly into sparkling water and flavored sparkling water.
Sparkling Water Makers offer a highly differentiated and innovative solution to consumers of
bottled and canned carbonated soft drinks and sparkling water. SodaStream products are
environmentally friendly, cost effective, promote health and wellness, and are customizable
and fun to use. In addition, the products offer convenience by eliminating the need to carry
bottles home from the supermarket, to store bottles at home or to regularly dispose of empty
bottles. SodaStream products are available at more than 60,000 retail stores in 45 countries
around the world, including over 15,000 retail stores in the United States.
Powered by a refillable CO2 carbonator (OR Cylinder – depends on country), a SodaStream
Sparkling Water Maker allows consumers to easily customize sparkling water and flavored
sparkling water in an instant. SodaStream empowers consumers to Make Water Exciting, with
a range of over 100 flavors of flavored sparkling water mix.
For more information please visit www.SodaStream.com
About Yves Béhar:
The designer, CEO and founder of Fuseproject, will unveil his designs: the revolutionary new
SodaStream MIX machine inside a pop-up bar ‘the alchemy lounge’. The new mixology
concept addresses technology’s role in transforming the bar experience, current directions in
the gourmet restaurant sector, as well as the design and styling of related interiors. The
installation will be set within Milan’s glamorous Teatro Versace to highlight all that the
concept machine has to offer.
About Carlo Cracco:
The masterchef and owner of Milan’s acclaimed Ristorante Cracco and beautifully designed
Carlo e Camilla restaurant is seen as a pioneer in progressive Italian cuisine. Come see why
the egg is his favourite ingredient, as he will talk about new beginning and tradition, magic
and religion… and of course, cocktails.
About Carlo Ratti:
The renowned Italian architect and professor at Massachusetts Institute of Technology (MIT)
gives in-sight about his project for Holland’s new agriculture pavilion at the MilanEXPO2015.
It features a large agricultural field on its roof, similar to a giant 3D printer thanks to the
constant activity of two zero-emission, robotized, self-driving tractors, which will constantly
move over the roof, ‘writing’ and working the land.
About Alexander Josephson:
The Co-Founder of Architecture Studio Partisans, will introduce their brand new realizations
– from a sculptural sauna to the Toronto-based bar Raval, the hottest outpost of Canadian
culinary impresario, Grant Van Gameron, and his partner Mike Webster, one of the most
celebrated mixologists in the world. Dive into an idiosyncratic fusion of Spanish Art Nouveau
with contemporary digital tools: think Gaudi with computers, tattoos and a love for Wu-Tang
Clan.
About Marcio Kogan:
The founding principal of architecture firm Studio MK27 will surprise with his spectacular
Brazilian architectural flourishes and socially striking design elements.