Italian commercial espresso machine and grinder maker Victoria Arduino has opened a showroom and training center in Barcelona, Spain, called the Victoria Arduino Experience Lab.
Located in the hip Poblenou neighborhood of Barcelona, the roughly 1,100-square-foot Experience Lab is operated in partnership with Olivella, Spain-based coffee equipment and supply wholesaler Vans Iberica SL (Instagram link) that is now the official distributor of Victoria Arduino products for the Iberian Peninsula.
A collection of historical Victoria Arduino posters hangs towards the back of the exposed brick-lined space lit by hefty industrial pendants. The full line of machines and grinders within the Victoria Arduino product range is currently installed and on display, including the recently launched Black Eagle Maverick espresso machine and new Mythos grinders, with the overall goal of reinforcing the brand’s presence in Spain and Portugal.
“The Vans Iberica team is composed of different professionals that can support our partners from a technical, sales and coffee education point of view,” Maurizio Dubbini, senior area manager for Latin America, Spain and Portugal for Victoria Arduino parent organization Simonelli Group told Daily Coffee News. “We defined a training and education plan both for professionals and the general public in collaboration with our technical team and Coffee Knowledge Hub platform.”
Vans Iberica was founded in 2020 but experienced launch delays due to the pandemic. At the Victoria Arduino Experience Lab, licensed Q Grader and Victoria Arduino Brand Ambassador Anete Dinne leads the educational programming while additional services are provided by the Vans Iberica team.
The facility is open to the public, and Dubbini said that while there is no retail coffee service, guests can enjoy samples of coffee for free as well as test their own coffee using the equipment on display.
Said Dubbini, “We conceived our Experience Lab as a great place to offer our partners and clients an experience full of values and brand-oriented products connected with the company HQ, promoting products and equipment sales.”
The Victoria Arduino Experience Lab is located at Passatge de Casamitjana, 17, in Barcelona.
Howard Bryman is the associate editor of Daily Coffee News by Roast Magazine. He is based in Portland, Oregon.