Putting together different art forms and making them converse with each other. That’s the spirit that animated Collisioni, one of the most important International literature and music Festivals, where Moak was present as the only coffee company. The fifth edition was held from July 5th – 9th in Barolo, on the Langhe hills of Piedmont, and boasted international celebrities, such as Jamiroquai, Fabri Fibra, Gianna Nannini and Elio e Le Storie Tese, who chose the festival as Italian stage during their world tours.
Collisioni not only was a show made of concerts, but an event able to combine literature and cinema. During the three-day show, debates with some of the most important international authors alternated; from winner of the Nobel Literature Prize V.S. Naipaul to David Grossman, from Ian McEwan, to Oliviero Toscani, Daria Bignardi, Margherita Hack and Massimo Carlotto. Participating at Collisioni represented for Moak not only an important occasion to spread and diffuse the culture of coffee, but was above all a choice of sharing with the ethical and cultural values the festival wanted to divulge, making music, cinema and literature converse with each other. A philosophy that fully reflects the one of Moak, which for years has also been mouthpiece of culture with its two contests Caffè Letterario and Corto Moak.
Even the new advertising campaign “moak generaction” approaches the philosophy of Collisioni; creating a dialogue bridge between people with different cultures and generations. In moak generaction it’s the team that wins, where people of different religions, different ages, people who love reading and who love writing, who prefer listen to music and who instead compose it, coexist, but together give voice to a new dynamic generation full of ideas, far from flattening and false prejudices. Coffee, which has always been symbol of conviviality, could not be missed in this party atmosphere. In the areas dedicated to food of the squares of Barolo and in the courtyard of the Wimu Castle, artists, guests and more than 80,000 visitors coming from all over the world were able to taste the different coffee blends and get to know the real Italian espresso between a concert and a book presentation.
Recommended song for the reading of the present article: Neutron Star Collision – Muse
