Dubai – Qahwa World
From January 18 to 20, Simonelli Group will be a key player at World of Coffee Dubai (Stand ZN5-4). During the event, the Group will present a comprehensive vision of coffee evolution — from espresso to brewing — through its brands Victoria Arduino and 3TEMP.
- Victoria Arduino: Where Aesthetics Meets Taste
The Victoria Arduino space at WOC Dubai is designed as an immersive experience, where aesthetics and cutting-edge technology come together to redefine the contemporary espresso ritual.
- Not to be missed:
Eagle One – Official Espresso Machine of the UAE Barista Competition
Eagle One will stand alongside the best baristas in the region during one of the world’s most prestigious competitions. Iconic, sustainable, and performance-driven, Eagle One represents a new generation of espresso machines, designed to ensure precision, energy efficiency, and excellence in the cup — even at the highest competitive levels.
Victoria Arduino Exclusive Party: L’Atelier Arrives in Dubai
On January 18 at 7:00 PM, Victoria Arduino invites guests to its Experience Lab in Dubai to discover L’Atelier, a new narrative space dedicated to creativity, craftsmanship, and timeless design.
Inspired by the world of luxury ateliers, this project redefines customization, transforming each coffee machine into not only a professional tool, but a unique design piece.
Subscribe here to reserve your spot at the Exclusive Party in Dubai – Victoria Arduino.
Tasting Experiences with Leading Roasters
At Stand ZN5-4, Victoria Arduino will host a series of tasting sessions featuring some of the most important partners in the coffee world. The program includes roasters such as Peet’s, Dukamo, Goldbox, Base Coffee, and Caffeine Lab.
Partners will rotate in a relay of sensory experiences, supported by the Black Eagle Maverick and E1 Prima PRO espresso machines.
Beyond delivering excellence in the cup, Victoria Arduino coffee machines are true design and communication elements, expressing values of aesthetics, precision, and innovation.
- 3TEMP: Brewing Culture
Simonelli Group’s journey at WOC Dubai continues with 3TEMP, the brand redefining professional brewing. Born from filter coffee culture and designed to offer extraction freedom — hot, cold, or concentrated — 3TEMP introduces boilerless, cloud-connected brewers defined by a sustainable design approach.
At Stand ZN5-4, 3TEMP will host a series of tasting sessions with leading coffee partners, featuring roasters such as Source Coffee, Julith, Benchmark, Joud, Roots by Earth, and Subko.
This year at World of Coffee Dubai, 3TEMP accompanies the journey of the WOC Runners, offering unique tastings and cutting-edge coffee experiences. From hot filter coffee to cold or concentrated brews, every extraction becomes a healthy and functional ingredient — ideal for athletes looking to enhance performance.
The first WOC Runners 2026 event will take place on Monday, January 19 at 6:30 AM (Dubai time) at Salt Kite Beach. The 5-kilometer run, open to coffee lovers from around the world, will follow a scenic out-and-back course along Kite Beach.
To participate, sign up here.
3TEMP empowers a new generation of baristas and consumers, promoting a conscious and contemporary approach to coffee.
It’s not just brewing. It’s Brewing Culture.
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