“We know more or less the basic dimensions we’re working within for an espresso machine,” says Jason Prefontaine, Slayer’s Founder and CEO. My next question was how Slayer begins designing a product. Why not make the entire show more memorable… even addictive?” An espresso machine should go that extra mile to set a beautiful stage, with intentional prop heights, dimensions, curves and ergonomics that only enhance the benefits of genuine communication while appealing to the senses. Slayer believes the machine on top of the counter doesn’t have to be a cookie-cutter square box rumbling, hissing, and dripping out brown water. “We consider the barista a performer and the guest as the VIP box seat guest. Coffee service equipment should be mindful of workflow needs, streamlining and aiding in the production of hand-crafted, delicious beverages.” “It is here that we work from the serving side across the aisle to our guests and loved ones. “Whether in a home or in a café, the countertop area per square inch is prime real estate,” says Sarah Dooley, the company’s Customer Success Director. The combination of striking designs and quality products soon drew attention.Īs Lead Designer Chris Flechtner says, “My goal is to design products that are heirlooms, prized possessions that are not considered disposable… This requires design that’s not dated where integrity and authenticity of the chosen materials and finishes is respected.” Around a decade ago, their bold and high-tech machines entered the third wave market. One of the newer kids on the block is Seattle-based Slayer. As a result, the mid-range, not falling into these two categories, will be at risk.” “Then we will have the low-end espresso machine with a minimalist design, where the skill will be to combine design with very low production costs. This will be the winning weapon,” he says. “We will have the high-end espresso machine with an increasingly sophisticated design, highly detailed and emotional too. What’s more, he believes that the world of espresso machine design is changing. “Personalisation brings many difficulties, which is true for most beautiful things, but beautiful things are also the most interesting,” de Sordi says. They believe that customisation, while challenging, is always worth it. “This is why we try to emphasise it as much as possible, all over the world.” Moreover, the company believes that brand identity is fundamental. So, does Sanremo design their machines from the inside out or the outside in? “There are cases in which we begin to design the exterior first and then move on to the internal components of the machine, and others where we instead adopt a reverse process,” says Sales and Marketing Manager Carlo de Sordi. They put a lot of emphasis on design in fact, they describe their machines as “driven by design and innovation”. Based in Treviso, the company is an ambitious family-owned business with nearly 50 years of experience. It should also facilitate the production of the machine and make maintenance as easy as possible,” concludes Della Pietra.Īnother well-known Italian espresso machine maker is Sanremo. “Each new design will be considered successful and well-conceived if it respects tradition and entices the barista to use the machine. Meticulous attention is placed into every detail, from the choice of the material to the position of each component, the colour, and the shape and user-interface of the exterior.”Īccording to La Marzocco, their espresso machines represent tailor-made objects of beauty and utility, something that extends not to just to the aesthetic details but also to the service and user experience. He adds, “Design is very important as it resides in the brand statement and vice-versa. The process is always starting from the inside to the outside,” Della Pietra explains. “When you envision a new machine, you have to begin structuring the design from a functionality point of view. Design represents the entry point for understanding the equipment. The team believe the main role of design is to facilitate the relationship between the barista – or whoever is looking at the machine – and the technology inside it. “Aesthetics play an important role and go hand-in-hand with the functional purpose,” says La Marzocco designer Stefano Della Pietra. They’ve been designing and building espresso machines since 1927 and, with decades of experience, are known for exceptional machinery.īut the Florence-based company knows that appearances should not be overlooked, either. La Marzocco is one of the biggest names in the business.
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