For many, the simple act of savouring a cup of coffee is more than just a routine—it’s a moment of indulgence, a ritual of refinement. Like selecting the perfect attire for a special occasion, ordering coffee can be an exercise in precision, as illustrated in the iconic scene from ‘The Devil Wears Prada.’ Beyond the silver screen, this pervasive culture is palpable, with coffee’s influence extending into the realm of luxury. From the bustling streets of Milan to the vibrant boulevards of Shanghai, a new trend is brewing as luxury fashion houses embrace the coffee culture, establishing chic cafes that serve as havens for enthusiasts and trendsetters alike. This seamless fusion of elegance and caffeine has sparked a wave of innovation, with visionary brands like RIMOWA and La Marzocco adding more flavours to it.
Unlike traditional partnerships, this collaboration brings together RIMOWA, a renowned lifestyle brand synonymous with high-end German craftsmanship, and La Marzocco, a trailblazer in espresso equipment innovation and design. Together, they’re crafting a new narrative that marries luxury travel with the artistry of coffee-making. Through their innovative collaboration, they redefine the relationship between lifestyle and coffee culture, elevating it to new levels of sophistication and style.
The Rise of Luxury Coffee Culture
The coffee scene witnessed meteoric growth in 2023, marked by unprecedented market expansion driven by evolving consumer preferences and demographics, particularly in China, the world’s second-largest economy. According to Coffee Intelligence, the value of the Chinese coffee market nearly doubled from 2015 to 2020, soaring from USD 7 billion to USD 12 billion. Additionally, Gen Z and millennials played a pivotal role in fueling this growth, representing a staggering 66% of China’s coffee consumption. Furthermore, with China poised to surpass all others and become the largest luxury market globally by 2030, luxury brands are increasingly shifting their focus to this burgeoning demographic. Gen Z, renowned for its significant spending power, has become a primary target for luxury brands seeking to broaden their influence. Therefore, the convergence of luxury and coffee has emerged as a strategic manoeuvre, capitalizing on a trend that continues to gain momentum without signs of deceleration.
Crafting an Icon
At the heart of this creative partnership lies the Linea Mini espresso machine, a symbol of innovation and ingenuity in espresso equipment. What sets this machine apart is its unique fusion of Italian and German influences, courtesy of RIMOWA’s signature grooved aluminium panels and bespoke components meticulously crafted by skilled artisans.
A Symphony of Craftsmanship
Picture this: RIMOWA’s iconic aluminium adorns the Linea Mini’s exterior, with every groove reflecting a story of precision engineering and timeless design. From Cologne to Florence, the journey of craftsmanship unfolds as these two illustrious brands unite to redefine luxury in the realm of coffee making. Meanwhile, the bespoke hot water tap and aluminium knobs, emblazoned with the iconic monograms of La Marzocco and RIMOWA, stand as testaments to their shared vision of aesthetic brilliance and innovation.
A Celebration of Collaboration
As Guido Bernardinelli, CEO of La Marzocco, aptly puts it, this venture symbolizes the convergence of two historic brands—each synonymous with quality, durability, and a relentless pursuit of perfection. Likewise, for RIMOWA CEO Hugues Bonnet-Masimbert, this partnership exemplifies the power of collaboration and the boundless possibilities it brings forth. Together, they’ve crafted not just an espresso machine, but a masterpiece that transcends the realms of fashion and coffee culture.
Debuting at Milan Design Week
In celebration of this extraordinary collaboration, the RIMOWA x La Marzocco Linea Mini espresso machine will make its grand debut during Milan Design Week. From April 15th to April 21st, aficionados of design and coffee alike can experience the fusion of luxury and craftsmanship at the ‘La Marzocco store’ pop-up in via Palermo 21, Milan, as well as the “Caffè RIMOWA” pop-up at Spazio Maiocchi, via Achille Maiocchi 3, Milan.
As we bid farewell to tradition and embrace innovation, the RIMOWA x La Marzocco Linea Mini espresso machine stands as a beacon of creativity and collaboration in a world driven by excellence. Join us on this journey as we raise a toast to the union of luxury fashion and coffee culture, where every sip tells a story of craftsmanship, passion, and the pursuit of perfection.