More than just an espresso cup! There is a little story behind the idea. It has to do with the fact that I like to drink espresso - in the Corona era, and due to the failure of my preferred espresso bar, perhaps more than ever. What I am missing is a stylish cup. A Saab espresso cup.
Some time ago I discovered small coffee cups from the glorious Saab Scania era at the Lafrentz car dealership in Kiel. Nice thick porcelain, the old, blue Saab lettering. Manufactured for the Saab Autodivision by a well-known manufacturer, most likely very expensive. But typically Saab and from a time when Trollhättan wanted only the best for its customers, regardless of losses.
You can take that about the losses literally.
The cups from Kiel provided the template for the idea of the espresso cups. If our in-house print shop hadn't stopped the project due to reluctance, then there would probably have been cups with a blue print. Maybe! Maybe not! Because the selection of printable mugs did not meet my quality criteria. But the stop at the print shop brought a reset and gave me the opportunity to rethink the project.
What would Saab have done today?
Because the world doesn't need any espresso cups. Anyone can print, but Saab never built cars for everyone. What would have been done in Trollhättan today? Would you have made cups for eternity in the old tradition?
This is exactly where the story really begins. Starting with the antique Saab Scania cups, make something modern that is durable. A German porcelain manufacturer was quickly found. Its range is manageable, but good. Innovative ideas and traditional forms complement each other. Better still - production takes place in Germany and the EU and it is 100% climate-neutral. The basic requirements for cooperation were thus met.
Printing? Better to engrave!
Of course, the lettering shouldn't appear in blue on the cups. The brand continued to develop from the Saab Scania era. By 2011, the Saab CI was getting brighter, more Nordic and based on the basic idea of snow and ice. Iced taillights, ice blue headlights, an interior conceived in the incredible ice block design. Radiantly bright and Scandinavian frozen, that was the way.
So we just engrave the Saab lettering into the cup - that's my thought. Like in a block of ice, but indestructible and for a little eternity. No mundane dishwasher could ever destroy the font, it would be something for a long time and, if you like, for generations.
Is that possible?
Engraving in the fine porcelain, filigree lettering? It works, says the manufacturer. Handcrafted and with a certain number of copies. A very special espresso cup becomes a reality at this moment, just for us. Wacky and something very special!
The time to the first sample passed incredibly slowly. Technical drawings, approvals, calculations. The full program, but it should be worth it. The first sample inspires. The espresso cup is Nordic cool, noble, classic and yet very modern. Something for the automotive soul of Saab gourmets. Durable and unusual. As befits a big, old make of car.
A tribute to the car manufacturer from Trollhättan.
What are the next steps?
The order for production has been placed, and I actually wanted to open the pre-order phase today. There will be a limited, one-time edition exclusively for Turbo Plus subscribers. But here we have come to the point where Corona spoils our party a bit. The delivery date is not entirely fixed, the production and especially the engraving is affected by Corona.
For this reason, and to avoid disappointment, we are postponing the ordering phase until the Saab espresso cups leave production. I hope that will be at the beginning of April. Until then, the time will pass quickly, the automotive soul can look forward to what is to come.