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Press Kit | no. 1109-05
Press release only in English
Yesterday Makr Shakr, the world’s first robotic bartending system – designed by renowned architect, engineer and inventor, Carlo Ratti – made its debut as the Bionic Bar onboard on Royal Caribbean’s new ‘smart’ cruise ship, Anthem of the Seas, in Southampton. Makr Shakr is an exciting and innovative new mixology system that allows users to create personalised cocktail recipes in real-time through a smartphone application – also transforming them into crowd-sourced drink combinations. “Makr Shakr is a great example of how robotic technologies are changing the interaction between people and products – a topic that we have been exploring in great depth” said Carlo Ratti, professor at the Massachusetts Institute of Technology (MIT) and co-founder of Makr Shakr. “The system explores the new dynamics of social creation and consumption – ‘design, make and enjoy’ – allowing users to design their own cocktail creations, while digitally controlled machines transform these designs into reality.”
The Bionic Bar powered by Makr Shakr is located at the centre of Royal Caribbean’s new Anthem of the Seas latest ‘smart’ cruise ship. To use Makr Shakr, users will access a simple app on a tablet, allowing them to create an almost limitless number of alcoholic and non-alcoholic drink combinations. The cocktail creations will then be assembled by two robotic arms, whose movements – shown on a large display positioned behind the bar – mimic the actions of a bartender, from the shaking of a martini to the thin slicing of a lemon garnish to the muddling of a mojito. Guests will have the possibility to name their own recipes, access their order history and reorder their favourite cocktails, while rating and commenting on each other! “Makr Shakr does not suggest replacing the bartender with a robot, but rather was conceived as a social experiment that looks at how people might embrace the new possibilities offered by robotics and digital manufacturing” says Saverio Panata, COO of Makr Shakr.
In Makr Shakr, social connections are woven throughout the co-creation and mixing of ingredients, which are then fed back to the user through the app. With this new technology, consumers can learn from each other, sharing connections, recipes and photos on social networks. “Digital connectivity is not replacing physical interactions, but rather reinforcing them” adds Panata. To create an engaging bar experience, the robots’ movements were modeled on the gestures of Italian choreographer Marco Pelle from New York Theatre Ballet. Mr Pelle’s movements were filmed and used as inputs in programming the robots’ animation. Makr Shakr collaborated, among others, with Automation Company CIA, German robot Manufacturer Kuka, IT consultants Seac02 and installation construction company Kibox.
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NOTES TO EDITORS
Makr Shakr team: Carlo Ratti, Giovanni de Niederhausern, Caterina Falleni, Damiano Gui, Alessandro Incisa, Nicholas Marchesi, Alfredo Marinucci, Saverio Panata. Special thanks to Royal Caribbean Newbuilt and Design team, F&B and PMO departments.
ABOUT CARLO RATTI ASSOCIATI
Carlo Ratti Associati is an award winning design and innovation practice based in Turin, Italy, with branches in Boston and London. Drawing on Carlo Ratti’s research at the Massachusetts Institute of Technology, the office is currently involved in many projects across the globe. Embracing every scale of intervention – from city masterplans to furniture design – the work of the practice focuses on innovation in our built environment and daily lives. The practice has received many awards including TIME Magazine’s ‘Best Inventions of the Year’ twice, the Red Dot Award and the Renzo Piano Foundation Award for New Talents in Architecture.
ABOUT THE MAKR SHAKR COMPANY
Launched in 2014, the Makr Shakr Company aims to empower people with new robotic interactions, especially in the food and beverage sector. The
company is dedicated to three core values: creativity, simplicity, enjoyment. The Makr Shakr bar system was designed by award-winning practice Carlo Ratti Associati, combining future robotics with Italian design roots. The recipient of many awards - including D&AD and Core77 - it was developed in the city of Torino, Italy, the birthplace of Martini and Vermouth. Today Makr Shakr bar system continues with cocktail innovation.
ABOUT ROYAL CARIBBEAN AND QUANTUM OF THE SEAS
Royal Caribbean Cruises Ltd. is the world’s second largest cruise company and also offers unique land-tour vacations. The company owns six brands,
which operate a combined total of 42 ships globally with a selection of itineraries that call on approximately 490 destinations on all seven continents. Onboard the ships, the brands offer an extensive array of activities, services and amenities. The company’s brands will introduce eight more ships by the end of 2018, increasing the fleet to a total capacity of approximately 130,900 berths.
Royal Caribbean’s new Anthem of the Seas is the third largest cruise ship ever built. With 16 public decks and room for nearly 5,000 passengers, it boasts groundbreaking features as a deck-top ride into the sky and a bar with robot bartenders. Anthem of the Seas is defined as the most technologically
advanced cruise ship.
For press enquiries, images and videos of Makr Shakr and Bionic Bar in action, please contact Caro
Communications on +44(0)207 713 9388.
Laura Diggens | email@example.com
Anna Robinson | firstname.lastname@example.org
Marta Bogna | email@example.com
Photographs by Nicholas Marchesi
Video Makrshakr – The Story by MyBossWas
Video MakrShakr – Unboxing by Nicholas Marchesi
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