Makr Shakr's CEO interview for DeliveryRank
December 18th, 2023
Updated: December 19th, 2023
In the dynamic intersection of technology, culture, and mixology, Emanuele Rossetti stands at the forefront as the CEO of Makr Shakr, a company whose very name encapsulates its ambitious vision. "Maker" is more than a title for Rossetti and his team — it's a philosophy deeply rooted in the ethos of open-source production processes and digital fabrication. Paired with "Shaker," a nod to the fundamental tool in the craft of mixology, Makr Shakr not only acknowledges the traditional art of drink-making but also heralds the transformative potential of robotics within the industry. As Delivery Rank delves into the world of Makr Shakr, we uncover a compelling narrative where technology meets tradition, and the future of mixology is shaken, stirred, and, most importantly, innovatively crafted.
Can you share more about the initial spark that led to the concept of Makr Shakr and the development of robotic bartenders? How did the collaboration with MIT's Senseable City Lab contribute to shaping the vision?
Makr Shakr debuted in 2013, at the Google I/O conference in San Francisco. It was designed by the team of Carlo Ratti, director of the MIT Senseable City Lab and founder of the design firm Carlo Ratti Associati. It was supposed to be a one-off installation, but it was so successful that we immediately received inquiries from tens of clients who wanted a robot bartender for themselves! This is how we started working with Royal Caribbean, the leading cruise ship company, with whom we still have a fantastic collaboration relationship.
The project was originally developed to investigate human interaction with technology in the creation and enjoyment of beverages. As robotics becomes increasingly more present in our daily life, the aim is to showcase how our robotic counterparts could foster social connections. The underlying principle is "design, make, and enjoy”. People can use an app to create personalized drinks, then share recipes and mutual inspirations. This blending of technology and social interaction introduces a new way for individuals to be creative within the realm of mixology. As we often say, with Makr Shakr, “You are the bartender”.
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