La Marzocco inaugurated its very first OUT OF THE BOX in Australia on Tuesday, March 28th, at Abbotsford Convent in Melbourne: 1 Saint Heliers Street. This was a unique occasion to experience La Marzocco’s ultimate designs in espresso machine technology such as the Strada AV with Auto Brew Ratio, thought-provoking panel discussions, machine-building and tech competitions, a True Artisan Café and an inspiring pop-up 90th Anniversary exhibition. Out of the Box is a destination event rich in content and dedicated to La Marzocco’s partners and coffee enthusiasts from around the globe. It is a cultural celebration, bringing together the local community through La Marzocco’s passion for amazing coffee. Visitors were invited to engage in a full-day agenda (12 pm – 6 pm) of interactive workshops: from water solution demos and customizations to brewing sessions and curated coffee tastings; from Q&As with La Marzocco and industry leaders to the DIY Linea Mini La Marzocco Home display or the “create-a-café” Modbar space. Last but not least, the event showcased ORIGIN, the fine arts photo exposé by Jakob de Boer.
PANELS & SPEAKERS:
1.00 pm – 1.45 pm | R&D, Innovation and Investing in the Next Generation
Roberto Bianchi, La Marzocco COO, lead the debate on “What it takes to make a La Marzocco machine a reality.”
2.00 pm – 2.30 pm | Business Consultancy & Education
Alvin Lee, professor and entrepreneur at Deakin University, lead the debate on “Experiences in brand development and international expansion.”
2.45 pm – 3.15 pm | Service culture, Team Building and The Futue of Specialty Coffee
Chris Baca and Jared Truby, co-owners of Cat & Cloud, Santa Barbara, California, lead the debate on “Where the future of specialty coffee will take us.”
15.30 pm – 16.00 pm | Water Research & Studies for a Superior Brew
Enrico Wurm, La Marzocco Product Improvement Manager, illustrated the reason why “Coffee will only taste as good as the water you start with.”
15.30 pm – 16.00 pm | Industry Discussion – What is the Future of Specialty Coffee
Roberto Bianchi, Chris Baca & Jared Truby were eventually joined by Anne Cooper of Melbourne-based Equilibrium Master Roasters and Joe Tynan of Café Imports to discuss the future of specialty coffee and what it could become and mean to future generations.
TRUE ARTISAN CAFÉ:
Within the multi roaster format, the selection of coffee served at Out of the Box was curated by local, high-quality roastery institutions including Allpress, Campos, Industry Beans, Padre, Redbrick, St Ali and Villino.
Additionally, as part of the sensorial educational program and entertainment, the team at La Marzocco Australia involved Noah from Café Imports and Fleur from Melbourne Coffee Merchants for coffee tastings and demos.