BINASCO (Milan), Italy – An original way of recounting the La Cimbali world and its flagship models, so that customers from all over the world can enjoy an immersive experience of the brand’s iconic products. Technology Heart, Human Mind Lab, the new LaCimbali experience centre, is all this and more.
Located in Hangar 100 of MUMAC – Gruppo Cimbali’s Coffee Machine Museum at the Group’s headquarters in Binasco, the Lab is an experiential space which embodies invention, technology, design and all the five senses. The space recounts the brand in all of its excellence: technological leadership, tireless thrust towards innovation and the capacity to satisfy all the requirements of international markets.
In occasion of the opening, guests are not just invited to visit the facility, but on a journey to discover the brand.
Visitors can experience a wide variety of products, interactive showcases, back-lit walls featuring coffee-themed decorations, a lounge area designed by Kartell, culminating in a multi-sensory room where reality and virtuality rub shoulders.
The journey comes to life through the words of employees, typical sounds of coffee in the making, images of products and recipes that can be prepared using the machines.
The M100 Attiva, S20, S30 and the grinder-doser Elective all rule supreme here, while the beating heart of the exhibition is a cluster of innovative Internet of Things solutions, Wi-Fi connecting over 1,700 La Cimbali machines around the world.
During the opening, CUP4YOU is at centre stage. The app is available to download on Apple Store and Google Play, it dialogues with LaCimbali S20 and S30, and it enables the creation and customisation of beverages.
LaCimbali Technology Heart, Human Mind Lab, will be open to the public in occasion of MUMAC’s special openings. 
The inauguration began with a preview dedicated to the discovery of contemporary breakfast and espresso culture, starring fully – automatic and traditional machines.
During the opening, a rich list of beverages was served, ranging from the well-known espresso, cappuccino and americano, to the more unusual and original Espresso Praline, Apple Pie Cappuccino and After Eight…AM. All the beverages were especially created for the occasion by the MUMAC Academy trainers. 
A journey through the infinite possibilities of coffee-based recipes, but also a veritable sensory experience, with the chance to discover different perceptive stimuli of the most loved beverage by Italians.
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