De’Longhi Australia has announced the launch of the La Specialista Arte, a compact and stylish manual coffee machine that joins the La Specialista Family.
The launch coincides with the rollout of De’Longhi’s first international marketing campaign, featuring new Global Brand Ambassador Brad Pitt and directed by Damian Chazelle, Academy Award winning director of La La Land. The video can be viewed below.
“Brad’s passion for coffee, combined with his love of architecture, design, and art, positions him as the perfect ambassador and somebody who truly mirrors the De’Longhi brand itself and our values,” says George O’Neil, ANZ Marketing Director for the De’Longhi Group.
“We’re so excited to have Brad join us as our Global Ambassador. His values, image, everything that he stands for emulates and connects with our brand.”
“Australia is the first market where De’Longhi is launching this fantastic new product and this is a testament to the support the group is giving to Australia, but also the importance that Australia represents to the group,” says Paolo Albertoni, CEO of De’Longhi Australia and New Zealand.
It is smaller than its siblings in size, yet has many of the same capabilities, at a lower retail price of $799. It also comes with a complete barista kit, which assists in eliminating mess while grinding and helps to guide for precise tamping.
La Specialista Arte has been designed to enhance every coffee and milk preparation experience, from getting the best out of varying types of beans and unlocking their aromatic flavours, to experimenting with hand-crafted latte art. With eight grind settings and three infusion temperature levels, the La Specialista Arte allows full control over the coffee preparation process. This creates the ability to adapt to any variety of beans and their level of roasting, unlocking all their aromatic flavours.
“Arte benefits from the extensive work we did with Maestro and Prestigio, the other machines in this family. In creating the Arte, we wanted to make sure we made the experience rewarding and authentic for the home barista,” says Cheryl Bosworth, Product Trainer for De’Longhi Australia.
“We also specifically researched key pain points and identified what the at-home barista finds annoying about manual coffee machines. We’ve addressed those key pain points and made La Specialista Arte so that the at-home experience is a simplified process, but it still has all the necessary technologies so you can create excellent coffee from the comfort of your own home.”
La Specialista Arte features include:
- A Premium Barista Kit. Inspired by professional barista tools, the kit includes a professional tamper, tamping mat, dosing and tamping guide, milk jug, and two sizes of single-wall filters up to 20 grams. Together, this ensures a mess-free operation and consistent and precise tamp.
- My LatteArt system wand to manually create silky smooth textured microfoam.
- Active Temperature Control to reduce temperature fluctuations and ensure optimum stability for a perfect brew and extraction.
- Three Pre-set Recipes for Espresso, Long Black, and Hot Water, which can be combined with milk to create beverages.
- Espresso Cup Support to raise the espresso glass closer to the coffee dispenser. Designed to avoid coffee splashes when brewing, but also to ensure the crema is preserved, for a more enjoyable and authentic taste.
De’Longhi is also expanding its efforts to help consumers learn about coffee. To help those people who are still learning about the world of coffee, or the more experienced coffee lovers who are refining their skills and knowledge, De’Longhi is launching the Coffee Lounge online resource.
“A virtual online coffee lounge will launch [7 September] and is a safe space to explore and learn all you need to know with tutorials, content, and soon-to-launch masterclasses,” George says.
The educational material will involve De’Longhi’s roasting partners, including Criteria Coffee by Craig, Seven Miles Coffee Roasters, Industry Beans, Brasilero Coffee, and Veneziano Coffee Roasters.
The Coffee Lounge will also take form in a physical space at Green Square in Zetland, New South Wales, with the world’s first De’Longhi Coffee experience centre set to open later this year.
“It is a place for people to get hands on, to learn and explore and bring together the art of roasted coffee, milk, and machines. It’s designed specifically to help Australians develop their own at-home experience and expertise.” George says.
De’Longhi has also partnered with another “Italian powerhouse”, Ferrero’s Nutella, to celebrate the importance of a good breakfast, called Start Your Day the Special Way.
“A benefit to people being at home in these challenging times is the ability and opportunity for families to connect over breakfast before we all run off to our spaces for the next Zoom call,” George says.
Nutella is giving customers the chance to win one of 500 breakfast collections, including De’Longhi’s Icona Metallics Dedica coffee machine, kettle, and toaster. Learn more HERE.
For more information, visit www.delonghi.com/en-au