During the Covid-19 lockdown, my partner discovered a new passion: coffee. He transformed our home into a veritable coffee laboratory, having a complete collection of machines and utensils delivered to create the perfect elixir at home. This passion, shared by thousands of people, has become increasingly popular in recent years.
As our society evolves, the storytelling around coffee continues to expand, propelled by the DIY trend and the influence of social networks. The staging of the takeaway cup, acquired in a well-designed coffee shop on the way to work, is becoming one of the most popular trends on social platforms. A symbol of active life or relaxation, of sharing or introspection, of seduction, desire, daydreaming or travel, coffee has become a veritable lifestyle trend: the drink itself, its ritual and even its container are becoming a reflection of a society focused on consumption, appearance and image.