Hotelex Shanghai and OOTB with LM China

April 17, 2019 in China, International

La Marzocco China took part in Hotelex Shanghai, the biggest trade show in the coffee industry in China, April 1st to the 4th.

We featured the KB90 at the center of the booth with 3 more surrounding the space, allowing every visitor to have a close up look at the new Straight In portafilter. The booth also had the Leva X, Strada, Linea PB & PB X, and full Modbar and Home sections.

The infamous True Artisan Café was open every day, rotating roasters from New Zealand, Korea, Hongkong, and China mainland. An artist took part by giving spectators a chance to see a Linea Classic painted in real time. The 4-day event brought 12000 visitors to the La Marzocco booth.

Out of the box also took place in Theater X, the largest heritage convention area, in Huaihai Drama Exhibition Hall. It was divided into two sections. “Dare to Say” addressed the power of coffee. Topics included the ABCs of opening a roastery, the theme of acidity, how tampering and distribution tools improve coffee extraction and the relationship of water and coffee. A final panel discussed the question: Is the barista the soul of a coffee shop?

“Dare to Play” focused on 12 participants using the new Straight In innovation and Cool Touch Steam Wand to create and showcase their latte art with Oatly milk. Over 200 guests joined the event with excitement and interest.


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