Victoria Arduino presents E1 Prima at Milan Design Week 2025
Victoria Arduino, the iconic brand in the world of professional coffee machines, presents the E1 Prima Special Edition during Milan Design Week 2025. The event, entitled ‘The Design Blend’, celebrates the encounter between innovation and tradition with an exclusive installation at Starbucks Reserve™ Roastery in Piazza Cordusio, from 7 to 13 April.
With the E1 Prima Special Edition, the Victoria Arduino brand redefines the customisation of coffee machines, responding to the growing demand for bold aesthetics and distinctive identities.
The E1 Prima Special Edition stands out as a design icon, offering three unique finishes – vegan leather, textured and raffia – that merge premium materials, refined colour palettes and functionality into an object designed to redefine spaces and inspire through innovative visual narratives. Every detail represents a style manifesto, combining premium materials and functionality to create perfect harmony and inspire through visual narratives that redefine spaces.
The iconic coffee machine will be the centrepiece of an installation that combines aesthetics and function, exploring the link between past and future. Art Deco details blend with modern, brutalist elements, creating a visual and sensory experience that celebrates the beauty of design and a passion for coffee.
A distinctive element of the installation will be the reinterpretation of some of the brand’s historical images through Artificial Intelligence, which will come to life in a fascinating animation that spans time, combining art and technology.
To further enrich this celebration of design, a refined coffee table book will be presented in a limited edition that collects the evocative images of the photo shoot carried out at an exclusive experience hotel that celebrates Made in Italy design in every room. Signed by Victoria Arduino, the book will interweave the history of design and brand values with the timeless elegance of the rooms, narrating the link between architecture and the design of the machine.
The coffee table book will be displayed next to the machines, offering visitors an even more immersive experience in Victoria Arduino’s aesthetic universe.
During Milan Design Week, Starbucks® Roastery will become a meeting point for designers, fashion influencers and important figures from the lifestyle world. It will offer an ideal opportunity to explore coffee culture through an innovative perspective, in a context that celebrates Italian excellence and creativity.
About. Victoria Arduino, founded in 1905 by Pier Teresio Arduino, is an Italian brand renowned for the production of professional espresso coffee machines and coffee grinders. With over a century of experience, the company combines technological innovation, refined design and environmental sustainability to offer high quality products. Since 2001, Victoria Arduino has been part of the Simonelli Group, continuing to represent Italian excellence in the coffee sector at an international level.
