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Brand

LA MARZOCCO INAUGURATED

La Marzocco China on occasion of
hotelex in Shanghai

La Marzocco, a leader in the production of handmade and custom GS3 models.
espresso machines since 1927, with headquarters near Flor- Entertainment-wise, the La Marzocco booth incorpo-
ence, is pleased to announce the opening of La Marzocco rated a DJ set as well as presented a ludic signature Foosball
China, with longtime local partners Gordon Chang, Douglas table space.
Chang and Ivy Yuan.
LA MARZOCCO 90th anniversary
LA MARZOCCO at hotelex 2017
In addition to the booth displays and workshops, offsite
The branch opening coincided with the Hotelex trade- the team launched the second international date of the La
show in Shanghai (28-31 March), where La Marzocco, situ- Marzocco 90th Anniversary World Tour Format in the com-
ated at booth number E6D60, celebrated its 90th Anniver- pany of international management representatives and local
sary and showcased a variety of innovative espresso specialty coffee professionals.
equipment, such as the Strada AV with Auto Brew Ratio The 90th Anniversary World Tour is an itinerant event
technology, the 1-group Strada EP, the La Marzocco Reverse format exported around the globe to convey the “handmade-
Osmosis water treatment system and the Modbar. in-Florence” story, traditions and innovations, by means of an
The booth was divided into theme-focused areas, iconographic pop-up installation at dedicated locations, includ-
aimed at illustrating the journey from bean to cup. Differ- ing Shanghai. The format included a replica model of the
ent activities took place, including a cupping, a roasting Fiorenza within a historical café setting, as well as involved an
demo, a tech session, a water filtration workshop and a La “ambassador”, stylishly dressed in a manner typical of the
Marzocco Home brewing experience with the Linea Mini 1920s, who became part of the temporary café concept to nar-

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