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14/10/2013 Hotel and Location

Jaguar chooses the MUMAC museum for the launch of its new XF sports sedan

The iconic British automotive brand chose MUMAC, the museum of coffee-making machines owned by the Cimbali Group and inaugurated last year in Binasco, to present a preview of its new XF sports sedan to the Italian press. 

Around sixty journalists and heads of corporate fleets took part in the event held on 9 and 10 October who in addition to listening to the presentation were also given a chance to test drive ten sleek Jaguar XF sports sedans.

Attendees at the presentation not only had a chance to test drive the new cars after the press conference in the conference room but were also treated to an aperitivo in the tasting room followed by a fabulous banquet lunch in the temporary room decked out in black to mark the occasion. 

Opened in 2012 to celebrate the company’s centenary, MUMAC, which traces the history of Italian design and technology over the past 100 years, hosts more than 200 types of espresso coffee-making machines of the best Italian brands and is one of the most complete collections in the world.

The  skilfully restored museum, an example of the re-use of an old industrial area, is hosted at one of the warehouses of the Cimbali Group. The architectural and display project is the work of renowned designer Valerio Cometti who designed coffee machines, renowned throughout the world, for Cimbali. In 2012 il MUMAC was honoured by Chinese magazine JTART which included it in the roster of the 100 most beautiful buildings in the world.


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