Simonelli
A unified multi-brand experience
For Host Milano 2025, the leading Italian trade show dedicated to the world of hospitality, our Space Design Team collaborated closely with Simonelli Group to design their new booth — a space that brings together the company’s three brands: Nuova Simonelli, Victoria Arduino, and 3Temp.
The project was developed through an ongoing dialogue with the Simonelli Group team, ensuring that each brand found its place within a coherent and meaningful environment. The booth was conceived as a system of interconnected macro‑areas, accessible from multiple directions and designed to guide visitors through a smooth and intuitive journey.
“Developed through close dialogue with Simonelli Group, the project integrates functional and operational needs with a clear experiential strategy, shaping an environment where open, high-visibility zones alternate with more focused spaces — creating a balanced rhythm that supports both product storytelling and individual brand expression, and bringing together products, people, and coffee culture through dedicated areas such as a live podcast space.”
Chris Miller
Creative Director
The Tasting Bar: designed to be experienced
As a signature element of the booth, the tasting bar reflects the essence of Simonelli Group’s culture: coffee as both craft and shared experience. Developed in close dialogue with the Simonelli team, its layout highlights the guest baristas’ role and the interaction with visitors.
The side facing the aisle allows baristas to demonstrate techniques and engage directly with passersby, while the two internal sides host guided tastings. At the center of the bar, a digital column displays schedules, coffee varieties, and booking options, creating a seamless connection between the physical experience and digital content.
Victoria Arduino Atelier: a deeper look into the brand
The area dedicated to Victoria Arduino translates the brand’s new color palette into a sequence of product‑specific backdrops. The layout unfolds gradually, offering varied perspectives and chromatic combinations that accompany visitors through the space. Counters follow the guidelines defined for the brand’s showrooms, reinforcing consistency across environments.
The Atelier introduces an exploratory dimension: a space dedicated to design and customization. Materials, digital content, and the presence of artisans during the fair make this area an opportunity to discover the brand’s approach from up close.
Nuova Simonelli: a stage for a brand new identity
The Nuova Simonelli area presents the brand’s renewed identity and the launch of the new coffee machine Appia Life — both developed through a close collaboration between our team and Simonelli Group. On the back wall, two key models are integrated into the layout not only as display pieces but also as active stations for coffee service. Behind the counter, a dynamic LED wall alternates immersive bar‑environment visuals with digital content shown during presentations.
At the front of the booth, the new Appia Life and the updated brand identity come together in a unified display, bringing product communication and brand language into one continuous gesture.
