The legendary Gianni Brera once mused that Fausto Coppi’s bicycle, pedal after pedal, became an extension of his body. The journalist—though more aptly described as a poet—known affectionately as ‘Giôann’, captured this fusion in lyrical tones, giving voice to his Milanese soul and distilling the sharp, inspired gaze shaped by the city’s vibrant, chaotic, and ever-creative rhythm. Milan: the cradle of design.

The flagship store presented by Faema and Basso Bikes for this year’s Milano Design Week, set in Via Forcella, channels and elevates this blend of atmospheres, worlds, and cultures. Espresso machines and iconic frames. Rituals and passions. This union is no coincidence—it is the natural expression of a shared Italian identity, a love for beauty, and a commitment to preserving and celebrating heritage. A meeting of legacies destined not just for display, but for eternal resonance.

Eighty years of history for one, nearly half a century for the other. If Faema’s photographic archive—on display here—plunges us into the mythos of cycling, evoking the era in which its namesake team supported none other than the ‘Cannibal’ Eddy Merckx, its espresso machines lead us to the crossroads of Italian craftsmanship and conscious innovation. The same holds true for the frames of Basso Bikes, whose precise geometries stretch and compress every line of perspective, revealing themselves as works of art shaped by technical mastery and historical evolution.

Jacopo Bambini, Group Marketing Director at Cimbali Group, and Leonardo Basso, Marketing & Product Manager at Basso Bikes, take us deeper into this match made in heaven—a conversation between two brands bound by shared cultural, aesthetic, and athletic values, brought vividly to life during this special week in Milan.

What does it mean today to carry forward—and evolve—the legacy of Faema and Basso Bikes? And what are your feelings and thoughts about the cultural relevance of these iconic brands?

Jacopo Bambini – Group Marketing Director, Cimbali Group

“It’s undoubtedly a mission—and at the same time—a deeply challenging endeavor. The heritage of the Faema brand, built over more than 80 years, carries a weight that is far from negligible. We owe much of it to our strong presence in what was truly a golden age of cycling. I’m thinking, for instance, of our indelible connection to legends like Eddy Merckx. That’s why we feel—and I personally feel—the full value and responsibility that come with such a legacy, especially when it comes to one of our core principles: innovation.

This is a heritage we must both protect and elevate. And it also represents a challenge for the future. I don’t want Faema to be perceived merely as a historic excellence. Our goal is to translate what makes us unique into the present and beyond—particularly that unmistakable Milanese character, our deep-rooted connection with the very essence of Milan: a city defined by design and technological progress. Just think of the E61 machine, launched in 1961—it was nothing short of revolutionary. At the time, it was the equivalent of artificial intelligence in the coffee world. Stories like this are what should drive us to look ahead, always with coherence and purpose.

Our philosophy is not about putting ourselves at the center of the stage. We aim to spotlight people and their talents. I like to say it’s the user, the barista who takes the stage—our role is to provide them with the best possible tools to shine. That’s one of the key values Faema shares with Basso Bikes: just like the cyclist, the barista—albeit in a different way—is a protagonist. We stand by their side, helping them express their craft to the fullest.”

Leonardo Basso – Marketing & Product Manager, Basso Bikes

“I was quite literally born and raised inside the family business. After gaining professional experience elsewhere, I eventually found my way back. I never felt the ‘weight’ of having to be part of Basso Bikes—but deep down, I always knew this was my path. It’s etched in my DNA, in the legacy passed down by my family.

Today, I carry forward—together with our team—a beautiful journey, with the aim of bringing it into the present. We do things in our own way, in our own style, and always to the best of our ability. We believe there’s a community out there that shares the same passion for cycling and for the product as we do. That’s why our role is to always stay on the front line, building a true sense of belonging around products that—if we’re being honest—no one needs in a strict sense. Yet, there are people who choose them, who decide to invest in them. And they do so with a spirit that, to me, feels truly special. As someone who actively rides, I’m thrilled by the idea that people choose to spend their free time—the most valuable thing we have—riding something we’ve created. That’s the most romantic part of what we do. And it’s also what keeps me fully engaged, every single day.

Right now, we’re developing several projects aimed at bringing people closer to the company—not just symbolically, but physically. We want to welcome them into our home territory of Bassano del Grappa, a place we hold sacred. The vision, in the near future, is to create spaces that are as authentic as the one we’ve set up for this Design Week—places where ideas can be exchanged, values shared, and connections made.”

Continuing with the natural connection between Faema and Basso Bikes—developed over the past few years and elevated during this year’s Milan Design Week through a shared exhibition space inspired by the cycling muse—what meaning does this synergy hold?

Jacopo Bambini – Group Marketing Director, Cimbali Group

“As I mentioned earlier, Faema’s bond with cycling has always been foundational. I believe it stems from something deceptively simple yet profoundly meaningful: coffee, espresso machines, and cycling all share one core element—passion. Passion for quality in the cup. Passion for the race. Passion for sharing moments within a community that marks time, and becomes a part of it.

Let me offer a personal example of this cultural intersection. My uncle, Marino Vigna, was an Olympic gold medalist on the track at the Rome 1960 Games. He later became the Sporting Director of the Faema cycling team—right when Merckx was riding with us. He’s 87 now; I saw him just the other day at a MUMAC (the Coffee Machine Museum by Cimbali Group)  event focused on Made in Italy. He had just been to the Ghisallo Cycling Museum. His passion for both cycling and Faema remains absolutely electric. He still tells stories of legendary rides, of training sessions with icons of the sport. These are pure emotions—an intangible heritage.

Whenever I see archival photos from cycling’s golden age, the Faema jersey is always there. Cycling is part of our identity—an identity we’re proudly displaying here in Milan through a curated photography exhibit celebrating our 80th anniversary, naturally intertwined with cycling imagery. And that’s why, over the past few years, we’ve once again established ourselves as official partners of the Giro d’Italia. Again, it’s our identity. 

Ultimately, I believe the heart of the Faema–Basso Bikes connection lies here: for many athletes and cyclists, the ritual of coffee mirrors the daily ritual of getting on the saddle. It becomes something that simply belongs to the rhythm of your life as a true enthusiast.”

Leonardo Basso – Marketing & Product Manager, Basso Bikes

“Our collaboration with Faema has been ongoing for over five years now. Over time, it has given rise to several meaningful activations and milestones. For Faema, cycling represents not just a theme, but a core value and foundational pillar. I remember my father’s connection with the company, and even my uncle—Marino Basso, World Champion in 1972—had daily encounters with Faema. On the one hand, there was deep admiration for the team. On the other, an intense competitive spirit, since he always rode for rival squads.

Today, Basso Bikes and Faema are working to further spread the culture of coffee within the cycling world. We’re focusing on emerging markets, such as Asia, where these concepts are still new, but rapidly gaining momentum. Our goal is to bring this coffee–cycling synergy to people and communities across the globe.

For this year’s Milan Design Week, we decided to present ourselves through a joint exhibition that speaks to the essence of both brands. At first glance, our bicycles and espresso machines may seem like distant worlds—but through their histories and shared touchpoints with the world of design, they are far more intertwined than one might imagine.”

Delving deeper into the heart of this week’s theme, and observing the bicycles, photographs, and machines on display in the center of Milan—what role has design played, and continues to play, in the vision of Basso Bikes and Faema?

Leonardo Basso – Marketing & Product Manager, Basso Bikes

“Design and aesthetics are always the starting point in the development of every product. They are fundamental pillars of our approach, and naturally, they reflect the company’s fifty-year heritage, as well as its most iconic creations—some of which are showcased here during these days.

We engage with the market in a very personal way: Basso remains one of the few family-run companies in the bicycle industry, and this gives us the freedom to follow an authentic path—one that stays true to our identity and, by extension, to our unique interpretation of design.

When we explore new directions, we draw inspiration from the designs of the past—especially from the work my father did—yet our goal is to build something entirely our own: objects that resonate with the present while continuing to elevate our vision of what cycling can be. At Basso Bikes, design and performance are inseparable. In a world where cycling has transcended its purely athletic roots and become a cultural language—a way to communicate, express oneself, and take a stand—design inevitably plays a crucial role. Though we remain present in high-level racing, we no longer build bicycles solely for professional athletes. We build them for those who, like us, believe in a broader, more nuanced vision of contemporary cycling culture. 

We’re fortunate to stand on strong foundations, which allow us to remain consistent and faithful to our values. Our ambition is to create timeless products—technically at the highest level—enhanced by our distinctive aesthetic vision. I believe it’s this synthesis that makes us relevant. A perfect example of the harmony between past and present is the new Sempre Veloce, launched this January. When I first saw its design, I was genuinely moved.”

Jacopo Bambini – Group Marketing Director, Cimbali Group

“Faema features the Milan Duomo in its logo. And that alone speaks volumes—our bond with Milan runs deep, almost visceral. During a moment like Design Week, when Milanese design opens itself up to the world, our presence serves to further strengthen this connection. Milan is not merely an Italian city—it’s a crossroads, a harbor without a sea, a place where cultures, ideas, and perspectives converge. And it is precisely here that design becomes both a story and a universal language.

For us, design is not just about aesthetics—though beauty, of course, has its role. At Faema, design means delivering solutions to those who use our machines. It means ergonomics, intuitive use, functionality that ensures a consistently excellent result in the cup. In this sense, the parallel with Basso Bikes feels immediate. There’s another dimension that is fundamental to Faema: customization—true tailor-made. It’s no coincidence that our tagline is ‘The Art Machine.’ We don’t see our machines as museum pieces—far from it. We see them as forms of art that can adapt to each person’s taste, skill, and creativity.

There’s no better stage than Milan Design Week to share this vision. It’s a time when talents of every kind, from all over the world, come together, share their stories, and aim to leave a mark. In a historical and geopolitical context that is anything but simple, we believe design can still carry a powerful message—one of value, openness, and shared beauty.”