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Backfill · 2023

#373 of 420

Bialetti Moka Express

seq 3
PragmatistNew product/launchfood_drinkadmiration
heritage legacyclever solution
NoticingActionExploreSomething Bigger4/9
BialettiLavazza
ImageScreenshot

Screenshot: An octagonal aluminum stovetop coffee maker on a gas burner, with the iconic Bialetti logo visible on the side and steam rising from the open top chamber.

179 words

Bialetti's Moka Express has been making stovetop espresso the same way since 1933, and the design has barely changed because there's nothing to improve. Iconic enough that MoMA has 1 in its permanent collection, the octagonal aluminum body is immediately recognizable. On the side, the mustachioed caricature of Alfonso Bialetti is one of the most recognizable brand marks in Italian industrial design. You fill the bottom with water, put ground coffee in the filter basket, screw on the top, and set it on the stove. Water boils, pressure pushes it through the grounds, and coffee rises into the upper chamber. At about 4 minutes total, it produces a strong, concentrated coffee that's not technically espresso because the pressure is lower than a pump machine, but close enough for most purposes. At a kitchen supply store I picked up the 6-cup size for $35. At that price the value proposition is obvious because the thing costs less than 3 weeks of daily coffee shop visits. Lavazza Qualità Rossa grounds work well in it. If you leave it on too long the handle gets hot, which is the only real design flaw, but you learn the timing quickly. Every Italian household seems to own at least 1, and the cross-generational familiarity with the product is part of why it endures.