Issue link: http://read.dmtmag.com/i/491359
66 STiR tea & coffee industry international unlocks the "secrets" of trading, tradi- tions, emotions and stories, he explains during a pre-opening tour. "Like a physical museum we'll have permanent and temporary exhibitions, an academy and a library with a roadmap of scientific publications and events," said Al Mulla one of the founders of Eastern- men & Co. in 1994 to import and dis- tribute traditional, organic and Fairtrade certified green coffee along with coffee making machines and accessories. The firm represents boutique roasters includ- ing Mocambo in Germany and operates Café Retro, a restaurant and training academy for local baristas. "We want to create a huge network of stakeholders including growers, brands, coffeehouses and suppliers. Also, we will present tourist adventure trips that link the virtual to the real world," he said. "To bring the museum to life we de- signed a building inspired in the old cof- fee fields of São Tomé and Príncipe that provides an unprecedented link between past and present, shadow and light, art and nature, while engaging you in an im- mersive web experience," he explains. "We are developing something new, and creating an extra layer of value across all coffee stakeholders while compet- ing with none," he said. Al Mulla seeks to elevate the art of coffee to a school like cubism or surrealism, "most of all we want to create "coffeeism" a concept that taps the "power of the consumer. Coffeemuseum.ae encourages coffee lovers to share opinions, tastes, experi- ences, emotions and moments with cof- fee through videos, images, articles, art- work, sketches and more. The goal is to encourage innovation and reveal trends for coffee stakeholders that will result in new business models, concepts, products, coffee machines and services. Learn more at: www.coffeemuseum.ae Abdulhamid Awad with the silver Egyptian sand bed coffee heater.