din Gaiole in Chianti… in Milan. From pedaling through the rolling Sienese hills to urban trekking. L’Eroica speaks Milanese. In the heart of the city, in viale Tunisia, where there was once a historic motorcycle accessories shop, which has served generations, the Eroica Caffè project is born, a refreshment that is also cultural, which takes up the famous vintage cycling race invented 25 years ago by Gian Carlo Brocci. This is the third twin after the cafés of Padua and Barcelona.
Eroica Caffè will offer book presentations, meetings, screenings, but also collective rides, training sessions, workshops, also offering a space to park the bike safely and for a quick “check” of your bicycle before going out for a ride.
It will be a meeting point for cyclists of all ages, ready to welcome, intrigue and introduce cycling even to those who have not yet fallen in love with this sport. A space where tastes and flavours, as well as objects, memorabilia and books invite you to rediscover a dimension of time on a human scale, made up of meetings, discussions and sharing.
L’Eroica Caffè, not just a community of cyclists
The beauty of hard work and the zest for enterprise: these are the values of Eroica, an internationally renowned brand that has its origins in one of the most important amateur cycling events in the world.
And they are also the values that inspire Eroica Caffè Milano.
It is precisely from the atmosphere of cycling of the past and its epic stories that the Eroica Caffè project was borndesigned to be a point of reference for the city, not only for those looking for a space for a break, for a business meeting or for a lunch, but also for events, culture and in particular for the large community of cyclists , who will find many proposals and events dedicated to them.
Much more, therefore, than a classic space for conviviality: Eroica Caffè Milano was born as a cultural project, with the intention of offering a point of reference for that movement which, starting from cycling and the bike, also speaks of “quality of life”, in all its forms, reaching topics such as the excellence of Made in Italy, the design, mobility and sport in the broadest sense.
We went by bike to the café
Giancarlo Brocci, founder of Eroica explains: «Eroica was born in a café, a place where once a large part of our lives passed beyond work. At the café we rode bikes, read and discussed bikes and their heroes. Cycling has been the sport of our cafes at least until the time of Bartali and Coppi. L’Eroica was born there, among the passions of a generation that grew up poor in everything except hope and values. L’Eroica has become a showcase in the world of the best Tuscany; at L’Eroica Caffè that rare humanity that has gathered around a philosophy, that shares values and ideas of life, will try to tell each other how it wants to eat and drink, be together, preserve the environment, its streets and landscapes. And, perhaps, he will try to reuse cities to his own measure».
The aesthetic project is inspired by the past, the characteristics of the room have been maintained, including the characteristic “Venetian terrace” style floor, the exposed ceiling systems or the balcony. The counter is a tribute both to the old shops of the city and to the mechanical workshops, the ones where our beloved heroic bikes are reborn.
iO Woman © REPRODUCTION RESERVED