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Award-winning design does more than shape how a fully automatic coffee machine looks. It enhances the guest experience, strengthens brand presence and turns every interaction into an opportunity to communicate.
The New A Line reflects this broader role of design. Developed with 2ND WEST, the Swiss design studio led by founder Michael Thurnherr, it combines premium aesthetics and modularity in one scalable platform.
The thinking behind the New A Line
Michael Thurnherr, founder of Swiss design agency 2ND WEST, reveals how the New A Line was created to go far beyond aesthetics.
In this interview, he shares the thinking behind its design language, from materials and modularity to its distinctive lighting and the integration of physical and digital interaction.
Why design matters in hospitality
In a hotel lobby, restaurant, office or other branded environment, the coffee machine is often part of the guest-facing space. Before a beverage is even served, its appearance and interaction can already influence how quality is perceived.
For the New A Line, this made design a business consideration from the start. The goal was not simply to create a visually attractive coffee machine, but to develop a premium touchpoint that can complement its surroundings, strengthen brand perception and create a consistent experience across locations.
As Michael Thurnherr explains, the premium impression comes from the complete experience rather than any single design element. Carefully considered materials, precise detailing and practical surfaces work together with the way users touch, operate and interact with the machine.
“If the machine looks beautiful, but the touchscreen does not respond well, the grinder sounds unpleasant, or the drip tray is difficult to remove, then the design is not complete. It is always the overall experience.”
Michael Thurnherr
Founder, 2ND WEST
Designed to become part of the environment, the New A Line integrates seamlessly into modern hospitality settings.
Intuitive interaction makes the New A Line a natural part of the guest experience.
A premium design that complements the character and atmosphere of modern restaurant environments.
Designed for everyday service, combining a premium appearance with intuitive operation for staff.
Award-winning design
The design approach behind the New A Line has been recognized by two internationally established design competitions: the iF Design Award 2026 and the Red Dot Award: Product Design 2026.
For businesses specifying or investing in professional coffee equipment, this external recognition provides another proof point behind the New A Line's premium positioning. It validates an approach in which design, usability, modularity and brand experience are considered as one.
“In many professional environments, the coffee machine is visible to the guest. That makes design a business-relevant factor. The New A Line is designed to support operators not only through performance and consistency, but also through the confidence it creates in the quality of the coffee experience.”
Patrick Probst
Project Manager, Franke Coffee Systems
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