The UAE coffee scene is abuzz with anticipation as the cutting-edge Victoria Arduino & Nuova Simonelli Experience Lab Dubai opens its doors, marking a significant milestone for the Middle East.
Fuelled by the burgeoning interest of the younger generation in specialty coffee, the Middle Eastern coffee market is witnessing a surge, reflecting an increasing consumer appetite for premium coffee experiences.
According to 6Wresearch, the GCC market anticipates a compound annual growth rate (CAGR) of 9.6% between 2023 and 2029. The café sector also projects strong growth, mirroring the overall market trend with a projected CAGR of 9.1% during the same period.
The Victoria Arduino & Nuova Simonelli Experience Lab Dubai is poised to capitalize on the region's flourishing market, offering a dynamic coffee hub for education, innovation, and collaboration to empower industry professionals.
We interviewed Federico Ortile, Managing Director for the Middle East Branch of Simonelli Group, to shed light on the inspiration behind the newly opened Dubai experience lab.
A NEW CHAPTER FOR COFFEE IN THE MIDDLE EAST
"We at Simonelli Group wanted to bring our values, DNA, technology, and passion to the coffee community and future generations in the region, and the Victoria Arduino & Nuova Simonelli Experience Lab Dubai represents a significant milestone in achieving this goal," outlines Federico.
He adds, "The Dubai experience lab aligns with Simonelli Group's global strategy of "proximity" to coffee communities worldwide, complementing the recent openings in Germany, Australia, and China, adding to existing branches in Singapore, the UK, France, and the USA, having the goal of engaging with diverse coffee communities on a global scale."
Federico further emphasizes the unwavering commitment and collaborative spirit that brought the Dubai experience lab to life, highlighting the successful launch that strategically coincided with the World of Coffee Dubai exhibition in January of this year.
FOSTERING A COMMUNITY OF EXCELLENCE
Beyond showcasing the latest coffee machine and grinder collections from Victoria Arduino and Nuova Simonelli, the Dubai experience lab offers a comprehensive solution for regional clients as it houses a dedicated space for technical support, training programs, coffee education workshops, and events.
"At the Dubai experience lab, we provide product demonstrations for those interested in learning more about our technologies, along with coffee and technical training for partners and clients. Authorized SCA Trainers (ASTs) can also utilize our training rooms to offer coffee training sessions to the community," says Federico.
Federico further states, "Educational workshops and training sessions are central to our mission, and recently, we hosted the first Coffee Value Assessment course in the Middle East with Davide Cobelli leading the training. Throughout the year, we offer a calendar of educational activities, cuppings, master classes, and the like."
TECHNOLOGY MEETS EXPERTISE
The Dubai experience lab serves as a showcase for cutting-edge advancements from both Victoria Arduino and Nuova Simonelli brands, and its visitors can experience firsthand groundbreaking technologies that are revolutionizing the coffee industry.
One such innovation, as explained by Federico, is Victoria Arduino's PureBrew technology, a revolutionary three-phase extraction method utilizing pulsating water pressure frequencies that allows baristas to brew rich, aromatic filter coffee in a new patented conical double mesh portafilter basket. "PureBrew, featured in Black Eagle Maverick machines, enables baristas to seamlessly switch between espresso and filter coffee at the touch of a button," describes Federico.
He adds, "Advancements in milk steaming have emerged with Easy Cream Technology Steam Wands, developed by Nuova Simonelli. This patented technology simplifies and standardizes milk steaming, allowing baristas to program milk temperature and density."
Nuova Simonelli's Easy Cream Technology Steam Wands takes the guesswork out of milk texturing, ensuring consistent results every time. Baristas simply place the steam wand on a steaming pitcher with cold milk, and the system automatically steams and shuts off upon reaching the programmed temperature. It ensures consistent milk frothing regardless of barista experience leading to a high-quality drink every time.
LOCAL FOCUS AND REGIONAL IMPACT
According to Federico, there’s a noticeable shift in consumer preferences for coffee, especially among young people in the UAE and across the region. The focus is on innovative approaches such as fermentation techniques and flavoured coffee creations.
"In the UAE, the youth here are digitally inclined and leading the way in setting new trends, so online delivery, cloud kitchens, and dark stores are strong trends," observes Federico. He also states, "Coffee shops are adopting a drink strategy, combining technology and passion to drive the evolving coffee culture, with an increasing emphasis on drive-thrus."
Federico also notes, "The Dubai experience lab aims to share our values and technologies which have been developed to cater all these trends to facilitate the workflow and speed and consistency in line with our vision of craft with automation."
By addressing the specific needs of the UAE market and staying true to its vision of craft with automation, the Dubai experience lab is poised to play a pivotal role in shaping the future of the coffee industry across the UAE and the Middle East.
A HUB FOR REGIONAL AND GLOBAL EXCELLENCE
The experience lab serves as a springboard for future endeavours. With a focus on knowledge sharing and skill development, it has the potential to elevate coffee culture not only in the UAE but across the entire region. This collaborative spirit promises to inspire future experience labs, fostering a global network of coffee excellence.
Federico concludes, "The long-term impact of the Dubai experience lab on the coffee industry could be transformative. Promoting a culture of knowledge sharing and skill enhancement has the potential to elevate the coffee community in the UAE to new heights. Through these platforms, enthusiasts can deepen their appreciation for coffee, and professionals can refine their craft, ultimately raising the standard of coffee culture across the region. As a result, we hope the Dubai experience lab may become a cornerstone in shaping the future of the coffee industry in the UAE and beyond."
The Victoria Arduino & Nuova Simonelli Experience Lab is at Warehouse #1 Building, SMARK 3 Umm Suqeim Rd. East near Mall of the Emirates, Al Goze Industrial Third in Dubai. To stay updated on its upcoming events and programs, follow and like its IG page @VictoriaArduinoMiddleEast.
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