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Simonelli Group opens two new Experience Lab in Melbourne on May 13th

Marco Feliziani, CEO of Simonelli Group: "The opening of the Melbourne branch, and therefore of the Victoria Arduino and Nuova Simonelli Experience Lab, is a very important step in the international reinforcement plan, allowing Simonelli Group to consolidate its presence in the Pacific area even more significantly. With the opening of our branch office and Experience Lab in Australia we want to provide greater support to our current and future partners. The new branch allows us to be even closer to the Australian market by offering all the services with greater added value to roasters, chains, baristas and distributors, as well as intensifying support for coffee knowledge and technology and allowing people to experience the Victoria Arduino and Nuova Simonelli brands"

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BELFORTE DEL CHIENTI, Italy – Simonelli Group, the leading manufacturer of professional espresso machines and grinders with the Nuova Simonelli and Victoria Arduino brands, continues to reinforce its international network of branches, experience labs, showrooms and distributors by opening two new Experience Lab in Melbourne on May 13th.

Housed in the Simonelli Group Australia branch office, the reference point for the entire continent for sales technology and training, the experience lab is an experiential space where you can discover the Nuova Simonelli and Victoria Arduino brands first hand.

Don’t miss the opportunity to participate at the inauguration of the Victoria Arduino and Nuova Simonelli Experience Lab scheduled for May 13 at 6pm at the Simonelli Group Australia headquarter (Melbourne 37 Cecil Street Southbank 3006). In addition, from May 13 to 15 (from 9am to 4pm) the Experience Lab will host a series of interesting activities:

  • Brewing Methods: Nicole Lin, Senior Consultant and WBC Certified Sensory Judge, will offer various coffee and tea tastings using PureBrew technology
  • Espresso Technology: Simonelli Group’s technical team will present the latest developments and solutions for espresso extraction
  • Sustainability: Lauro Fioretti, Simonelli Group Product Manager and WBC representative, will demonstrate how to reduce the espresso machine’s footprint whilst improving performance
  • Workflow and Automation: Lauro Fioretti, Simonelli Group Product Manager and WBC representative, will preview the C-Automation technology to the Australian market, which can automate and therefore speed up the workflow and guarantee a consistent result in the cup.
The opening in Melbourne (image provided)

The opening of the Melbourne branch, and therefore of the Victoria Arduino and Nuova Simonelli Experience Lab, is a very important step in the international reinforcement plan, allowing Simonelli Group to consolidate its presence in the Pacific area even more significantly” – said Marco Feliziani, CEO of Simonelli Group.

Feliziani adds: “With the opening of our branch office and Experience Lab in Australia we want to provide greater support to our current and future partners. The new branch allows us to be even closer to the Australian market by offering all the services with greater added value to roasters, chains, baristas and distributors, as well as intensifying support for coffee knowledge and technology and allowing people to experience the Victoria Arduino and Nuova Simonelli brands.”

The Simonelli Group Australian branch and the Victoria Arduino and Nuova Simonelli Experience Lab are located in Melbourne at 37 Cecil Street, corner of City Road in Southbank 3006. “The Victoria Arduino and Nuova Simonelli space is multifunctional to offer our partners an all-round experience of the brands: not only a showroom, but also a training area, a technical laboratory, a meeting space and a warehouse – said Andrea Calvio, Simonelli Group Australia Managing Director. “The Experience Lab is an open space where  anyone in the sector can come in and test our equipment, as well as getting comprehensive hands-on experience of our entire range, whether it’s simply testing one of our grinders with their coffee, trying out new models or experimenting with all the features of the Black Eagle Maverick and the other products in the range. We are excited and ready to welcome them.”

Stay up-to-date with Victoria Arduino events and news here and Nuova Simonelli here, following the Instagram pages @victoriaarduinoofficial and @nuovasimonelliofficial

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