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From January 18 to 20 Simonelli Group will be a key player at World of Coffee Dubai (Stand ZN5-4). During the expo, the company 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:
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Eagle One is the official espresso machine of the UAE Barista Competition.
Eagle One will be 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 levels.
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Victoria Arduino Exclusive Party: The Atelier lands in Dubai.
On January 18 at 7:00 PM, Victoria Arduino invites you 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 the concept of customization, transforming each coffee machine not only into a professional tool, but into a unique design piece.
Register here
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Tasting experience with important roasters.
At Stand ZN5-4, Victoria Arduino will offer visitors a unique experience by hosting some of the most important partners from the coffee world for a series of tasting sessions. The program features 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, capable of expressing values of aesthetics, precision, and innovation.
3TEMP: Brewing Culture
Simonelli Group’s journey at WOC Dubai is completed by 3TEMP, the brand redefining professional brewing. Born from filter coffee culture and designed to offer extraction freedom — hot, cold, or concentrated — 3TEMP introduces boilerless brewers, cloud-connected and defined by a sustainable design approach.
At Stand ZN5-4, 3TEMP will offer visitors a unique experience by hosting some of the most important partners from the coffee world for a series of tasting sessions. The program features 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 their 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 all over the world, will take place along the beautiful Kite Beach on an “out and back” course.
To participate, sign up here.
3TEMP empowers a new generation of baristas and consumers by promoting a conscious, contemporary approach to coffee. It’s not just brewing. It is Brewing Culture.
Stay updated on Victoria Arduino and 3Temp events and news by following the Instagram pages @victoriaarduinoofficial and @victoriaarduino_middleeast
