This story originally appeared on the Gents Cafe Newsletter. You can subscribe here.
The sound of a coffee machine warming up is an invitation to a moment of stillness, a small protest against the modern world’s demand for speed. This philosophy of the mindful moment is at the heart of the journey Gaggia encourages the home barista to take.
We sat down with Senior Brand & Communication Manager Monica Milanovich and Brand Digital Manager Claudia Viola to learn how the seemingly simple act of preparing espresso has evolved into a form of self-care and an expression of identity. We explored how their global community is rediscovering this ritual to create a personal space in a constantly demanding world.
In this Brand Talks interview, Claudia and Monica reflected on the emotional bond between the user and the machine, showing how a dedication to authenticity allows a brand rooted in 1938 to remain vital and engaging for a contemporary audience.
In recent years, what have you learned about people’s emotional connection to making espresso at home?
MM Over the years, we’ve observed a significant evolution in the approach, communication, and especially in the sharing of the at-home coffee moment. We realized this is a moment that truly belongs to the person preparing it. It’s an expression of their identity that people proudly share, not to show off, but to inspire. Every day, our community shares images and videos of their rituals, their progress in achieving better results in the cup, and their coffee stations. What might seem like a simple break to many is actually a personal space. In a world constantly demanding our attention and speed, a slow ritual—which involves warming up the machine, grinding, weighing, and preparing the coffee—becomes a way to slow down and reconnect with oneself. What happens in that moment is almost a form of self-care.
CV The relationship between people and coffee in general is certainly influenced by the traditions and culture of the country they live in. However, a global trend has emerged in recent years: a renewed and deeper interest in “espresso at home.” It’s undeniable that the pandemic contributed to this phenomenon; consumption patterns shifted, and, as often happens during times of uncertainty and instability, many rediscovered the pleasure of things they previously paid less attention to, transforming them into true passions they dedicate themselves to with commitment. This was definitely the case for coffee: it has become an object of study, and in some cases, an indispensable ritual.
In a world constantly demanding our attention and speed, a slow ritual becomes a way to slow down and reconnect with oneself. What happens in that moment is almost a form of self-care.
Can you describe your favorite moment to enjoy an espresso?
MM Early in the morning, just as the sun rises and the house is quiet. The sound of the machine warming up is the first noise heard in the house, and I love watching the first drops descend into the cup and then transform into crema. I enjoy those 10 to 15 minutes of silence, focusing just on myself. It’s a treasured moment before the family management, decisions, meetings, and responsibilities begin.
CV I prefer a longer coffee, enjoyed in silence, with my dog keeping me company, while the day has yet to begin. However, for me, espresso is about sharing and conversation: I don’t have a favorite time of day for it, so much as the habit of always experiencing it with someone! From coffee with friends, to a break in the office, to the one I prepare at home and drink with my boyfriend after lunch on Saturday—which has become a tradition and is always accompanied by a spoonful of cream gelato.
What is one often-underestimated detail of the ritual?
MM When you know your machine—when you know how it will react to all the variables of the ritual—a relationship forms that rewards the effort you put into learning how to manage all the factors involved. It’s a relationship built day after day, cup after cup, and like everything that takes time, it is precious.
CV It’s often taken for granted, but caring for the machine is fundamental. This attention starts with choosing quality coffee and extends to properly cleaning certain components. Incorrect maintenance can compromise the result in the cup and reduce the lifespan of the machine itself. As with all things you care about, you have to be willing to take great care of it.
How does this vision influence the way you design for the home barista?
MM We design our machines with all those coffee enthusiasts in mind who challenge themselves and grow by experimenting daily, seeking a “tailor-made” coffee experience. I remember my first attempts with the Classic GT, using a specialty coffee, adjusting the grind, tamping, and keeping the pressure gauge, temperature, scale, and flow rate under control: even if the results weren’t perfect, it was all my doing. The best feeling was realizing, shot after shot, that I was improving more and more and achieving consistency in the cup. The goal of our machines, whether manual or automatic models, is to offer technological options that support this growth process, addressing various needs, expectations, and levels of knowledge.
CV When you choose a Gaggia machine, you don’t just bring home an appliance. I see members of our community build an entire world on top of it, and around it, creating incredible coffee stations. With Gaggia, you start a journey that develops according to your own preferences and needs. The care I mentioned earlier is that special attention that, in my opinion, should be dedicated to the machine and the ritual, making it unique and meaningful—by experimenting and discovering, transforming simple moments into memories. The “Gaggia home barista” experience is defined precisely by this: it is intentional, tailored. It is an expression of self.
If you had to tell the story of Gaggia through three iconic products, which ones would you choose?
MM Three is too few… I would start with the Lampo system, tied to Achille Gaggia’s first patent in 1938: this is the moment when the layer of natural crema first appeared in coffee, and espresso as we know and understand it today was born. It was the big bang of Italian espresso. And it wasn’t even a true coffee machine, which only arrived 10 years later, but a system Achille designed to be mounted on all existing machines in coffee bars. Another symbolic Gaggia product was the Baby Gaggia, the first coffee machine for domestic use produced on an industrial scale, designed in 1977 by Makio Hasuike. In 1991, the Gaggia Classic arrived, which is still our all-time best seller today. It is perhaps the product that most connected people to authentic and traditional extraction, bringing home something that previously belonged to the coffee bar. Finally, the Gaggia Accademia. It represents the brand’s maturity, blending technology, precision, and customization options. It proves that you can evolve without losing identity.
CV Absolutely, Baby Gaggia is key for me too, as it laid the foundation for a cultural movement and an entire sector. And the Classic, which is so special because, just like true icons, it never changes; it endures, strong and unique as ever, year after year, everywhere, despite the continuous change of the world around it. For a significant automatic machine, I would choose Magenta, because we launched it during a period when digital was gaining increasing importance, and it was crucial for us to formulate a new strategy, opening up to a new type of communication that was more integrated, open, and globally engaging.
When an icon like the Gaggia Classic evolves, what do you protect?
MM & CV We protect its defining identity, the history it embodies, and the relationship it has with everyone who has chosen it over the years. We protect the manifesto of a journey. The Gaggia Classic is loved by our customers because it is authentic, straightforward, and allows for a professional-level experience at home. Every technical update must honor that implicit promise made to enthusiasts. You can make it sturdier, more contemporary, but you cannot change its soul. Doing so would be like betraying the values of those who work at Gaggia and those who continue to choose our brand.
The Gaggia Classic is loved by our customers because it is authentic, straightforward, and allows for a professional-level experience at home.
How do you balance a history that began in 1938 with a young and global audience?
MM & CV It means transforming heritage into creative energy. Our roots are not a burden, but a responsibility: they provide a clear direction upon which to build the future. Our motto, “Continuously Evolving Tradition,” stems precisely from this awareness. We live it every day in everything we do, from product design to constant dialogue with our audience and our partners. The new generations often seek authentic brands that aren’t too… distant. Telling them who we are and where we come from, using contemporary and inclusive language—not detached or authoritative—is the most natural way to create a real connection and a sense of belonging.
How do you explain the strong bond with the community that modifies your machines?
MM & CV Over time, a competent, curious, and passionate community has developed around the Gaggia Classic—one that doesn’t just use the product but decides to truly make it their own by customizing it, after studying it to understand it thoroughly. This is possible because the Classic is designed with a solid, transparent, and accessible structure that stands the test of time, firmly maintaining the initial design spirit: these qualities invite dialogue and interaction. The ability to intervene, modify, and improve is also a cultural factor: the product has become a platform for personal expression and knowledge sharing. When someone dedicates time and energy to modifying the Classic, they are transforming a purchase into an experience. Instead of moving on to something else, they focus on the machine they trust, demonstrating involvement and a sense of belonging. This has always been an important signal for us, because it means we have built not just a product, but a relationship. And it is precisely this long-term bond that makes a brand truly enduring.
What has the ‘Truly Italian Roots’ project represented for you?
MM & CV The project was born from the idea of telling the story of Gaggia and its values through authentic personalities and unique stories. We started with 13 words that, for us, represent the brand and, at the same time, a contemporary Italian spirit—vibrant and constantly evolving. We associated each of these words with a person, their character, their story of life and renewal, and their daily rituals: a mosaic of authentic experiences capable of interpreting those values in a personal way. It was deeply moving to meet these people and step into their lives as if we had known them forever, and to see how perfectly Gaggia machines and the essence of the brand integrated into each of these worlds, which were so distinct yet so different from one another. That gave us further confirmation of how unique Gaggia is as a brand. Anyone who owns one of our espresso machines, no matter where they are, what their history is, or what their habits are, can perceive the pleasure of a different coffee experience, expressed through authentic values. “Truly Italian” is not just a way of living, but also of discovering, learning, sharing, and remembering. It’s a special and recognizable atmosphere that every Gaggia machine helps to create. And it is precisely this that makes the brand irreplaceable for many.
What does it mean today to experience espresso with intentionality?
MM & CV It means assigning value to a daily gesture, transforming it into a conscious choice, especially in a society where technology reduces waiting time, but often, also the value of things. Acting with intentionality guides consumption and usage: it is the decision to fully live the experience, not just to execute it. In the world of espresso, this translates into attention to detail, from the quality of the raw material to the extraction, along with the willingness to dedicate commitment and time to a moment that can generate personal value. Even the decision to buy a Gaggia machine, whether manual or automatic, represents the choice of an approach and a certain type of experience, and thus becomes an intentional choice. Yes, it’s coffee, but how do I choose it, how do I prepare it, when and how do I drink it, and why? Experiencing espresso with intentionality means recognizing its experiential dimension, transforming a break into a moment of quality, awareness, and connection.
