The exhibition "Hausbrandt and Trieste: Central European Culture and Trade 1892 - 2023" set up at the Salone degli Incanti in Trieste until 22 October 2023 tells the story of the relationship between the famous coffee brand, its hometown and the Central European culture from which it derived origin.
The heart of the exhibition itinerary, curated by Luciano Setten of [e]DesignFestival, is the history of the graphic image and communication of the Hausbrandt brand which has accompanied the changing times since the end of the nineteenth century through the work of illustrious artists and advertisers, such as Leopoldo Metlicovitz, Luciano Biban, Robilant Associati and the Demner Merlicek & Bergmann firm.
A history spanning over 130 years and deeply linked to Trieste, a crossroads of peoples, religions and knowledge, home of coffee par excellence. The city, in fact, one of the main commercial hubs in Europe, became a free port with Charles VI of Austria and the importation of coffee immediately became one of its characteristics.
Just as it must be prepared with art, so it must be drunk with art.
(Abd el Kader, 16th century)
In 1892 “Specialità Caffè Hausbrandt” was born, created by Hermann Hausbrandt, the first Italian roasting industry and then to offer products processed and packaged in sealed metal containers already inside the factory.
In 1988 the company was acquired by Martino Zanetti who today, also through the Hausbrandt Foundation he created, contributes to the valorisation of the historical architectural heritage of Trieste and of his own activities through cultural projects.
The exhibition is divided into various sections including The History of the brand with its iconic advertisements, The Technique, including bags of coffee, grinders and vintage bar machines, and a tribute to Il Territorio, or rather to the Trieste of yesterday and today.
And if there are many curiosities on display, an important in-depth study is dedicated to the creation of the company logo, the Moka Hausbrandt. It is Luciano Biban, Venetian by birth and Friulian by adoption, born in 1935 and passed away at just 33 years old, who in 1967, by participating in a competition, gave life to the “humanized cùccuma” which will remain in the history of Italian communication.
And after visiting the free exhibition, all you have to do is take a break in one of the many literary cafés in Trieste!
Martino Zanetti, who is also an accomplished painter, celebrated the 130th anniversary of Hausbrandt by personally intervening on the original logo, in Robilant’s reinterpretation. The animated cùccuma, who drinks a steaming coffee, cheerfully comes out of a stylized cup exclaiming “What coffee!” to express the concepts of conviviality and joy which are the values of Hausbrandt.