Have a conversation about the original twenty-two year old Giotto, its evolution and our journey through coffee.
Why do we love coffee so much? I think it’s a social connection that we all have and need rather than a daily tradition at a particular time of the day.
It’s all around coffee
We all love to sort of have a coffee because we can’t have wine at eleven o’clock in the morning.
Well. So we’ll have a coffee and we’ll talk about some stuff, good stuff, bad stuff, but it’s all around coffee and we’re very lucky to have that.
I think around coffee there’s always that moment in time where you have a coffee. The world stops, whether it’s down in your local cafe or at home by yourself with friends. I think the coffee moment is really important and it’s about the social connection in the fabric.
Looking at this particular machine, It’s an original Giotto.
It’s quite special. They still come in for servicing on a sort of a weekly basis. This age’s era of machinery, and they still produce fabulous espresso, you know, and it doesn’t change.
Even the evolution of machinery still produces what it did twenty years ago.
What I like is the current Giotto now called Cronometro and in the V or the R with the Giotto body.
It really is an evolution of that machine and in some ways you can see the resemblance much like you see in old Porsche 911 and that style has remained the same and iconic and timeless Rocket have been the same they’ve kept that traditional timeless design.
It really has integrity.
I like things that are original, focused on design, beautiful products, and timeless. The design was well timed because it was special. It is special and retains the sophistication with a few features here and there and a few internal sort of changes but it’s kept the aesthetic value that looks great at home, in the kitchen, on the bench that the family comes around or your friends come over. It’s a little mini scaled down commercial machine in all aspects.
So what it can produce is exactly what you go and pay for and you know. Daily.
When the whole thing was just starting and growing and why did it grow to what it is now?
What were the drivers that sort of allowed us to become this espresso centric culture that we have today? I think it was education, the market. There were coffee roasters that were really pushing what quality coffee looked like, what milk looked like, what latte art entering the competition, staging events that were industry events..
Today as the founders working behind the coffee machines. It and you get that. I think with any mature industry, it does become very competitive as a result. And therefore there’s a little bit more fragmentation of, you know, people in territory and. It reshuffles, it looks different, it evolves.
The cool thing is looking at the evolution of the Giotto.
So it’s evolved. This was the original one. You had the internal valves, you had the one Gauge, it was still a heat exchange machine.
I mean, the vibrating pump as it evolved, they had the Giotto Evolution, which had the rotary pump.
They went to two gauges. The valves became external. So they progressively improved the grill here, changing from this grill to something a bit prettier.
And then as it kept evolving, you had multiple versions the gauges changed. The evolution of it has been great. You know, the inclusion of a cronometro timer.
So that. On the current version. Thirty mils in thirty seconds.
Which is not technically correct, but it’s a ballpark. it stop the fifteen seconds and the fiftieth second extraction
So now it’s called the cronometro and you’re got a V and R but the Giotto shape has remained. Has remained because as you said, you know, like a Porsche, the iconic sort of design has remained.
Which is great because it does, it looks fantastic at home. It looks fantastic in an office. It makes wonderful espresso. Just like at your favorite cafe.
Or an espresso bar can reproduce and by default, you know, it’s good for the family, but there’s a whole lot of friends that sort of appear on the doorstep on a Saturday morning and wondering if the machine’s on.
Actually yeah, sometimes too many.
But and moving on from the domestic range they’ve really built out the commercial range like Rocket now is a solid well known well respected company. It’s beautifully branded. Like they’ve done a really good job.
They should be proud of themselves. It’s a beautiful Italian brand. And they have a wonderful range with, you know, a machine from basically most categories. Every need.
But predominantly espresso machines and grinders. Sort of going back down memory lane again. This Giotto, a lot of us actually based on the Faema E61 now we mentioned that when we first met my dad had led the three group E61 to Toby’s. Correct. But we actually have one group E61.
So, let’s have a look at the Faema.
So this is the original Faema E61 in many respects the Giotto has been inspired by this like running the same group head now. Heat exchange internally. This one had an external rotary pump obviously the Giotto is running a vibrating pump internally.
This machine had to be plumbed in but this is a one group version of the three groups that we mentioned. So I actually have one, two and three. And Signed his name in it, I built this one for me. It’s fully rebuilt inside and the three groups we left as is. This is quite iconic.
And probably the most iconic or recognizable start to this one group series and at home.
And the Giotto that we had that I first sold twenty-two years ago.
So this is the original E61. The Giotto, obviously twenty-two year old, came and now let’s have a look at what the Giotto of today looks like, too kind of the similarities and the evolution. And the style and the design of it is still very retro.
And it’s continued to hold that interest to have that at home or in your office. Well the irony. On the bench. This Faema E61 now is sold as the Faema Legend.
So you can still buy this machine in this shape. In a modern version. So there’s a few coffee machines. You can look at the La Marzocco GS and you can now buy the GS3.
This Faema you can and now buy as a Legend and the Giotto, you can still buy. There are machines that have stood the test of time and have become iconic. And I don’t know if there’s something about iconic things I like when they come in. Cars and watches are like icons.
Everything great has a circle. And, you know, these things have come back into vogue or fashion, and it’s really cool to have one now.
But all of a sudden, that whole thing’s come around full circle. And now this is the thing to have again.
So let’s pop up a new Giotto.
We have the current. The latest model is Giotto. So it’s evolved that the valves are external.
We’ve got just behind the drip tray here, we’ve got the PID hidden, so they’ve hidden the tech to make the design timeless.
The two gauges are like the shape is the same, but obviously modernized slightly. It’s a little softer on the edges just to give it a softer look but the overall appearance is still. The same. Same as the cup rail gone to metal instead of plastic and. Feet are a little higher.
But it you know proportionately and aesthetically still fits into that home environment that you know. The designs remain the same and the head is still the same E61 from the Faema E61 obviously it’s a common head in the market there’s a lot of machines running that group head but it just works well yeah. Because it’s nearly five kilos of brass.
And it’s the brass that conducts the ultimate sort of temperature. To create espresso and more importantly retain the heat so that you can have the, the temperature that you need to create, you know, technically correct espresso.
There’s something about this machine. This is always going to be iconic.
For the next twenty years. It’s been nice actually. Look at the Giotto, look at the evolution kind of think about all the trade shows we’ve been to the Christmas dinners. Both with our two companies in our teams and just ourselves. You know, that’s what you get for, you know, knowing somebody for as long as we have.