La Mar­zoc­co machines dance in the inter­sec­tion of art and func­tion — each grace­ful line, thought­ful detail, and reflec­tive sur­face com­pos­ing a visu­al poem to Ital­ian design her­itage. Our design chal­lenge was in cre­at­ing a dig­i­tal can­vas that would serve three har­mo­nious pur­pos­es: an invit­ing shop, a use­ful edu­ca­tion­al resource, and an ele­gant launch­pad for their rev­o­lu­tion­ary home collection.

The result­ing dig­i­tal expe­ri­ence flows with the same visu­al rhythm as the machines them­selves. Here, the bound­aries between phys­i­cal crafts­man­ship and dig­i­tal expe­ri­ence dis­solve, cre­at­ing a seam­less nar­ra­tive that cel­e­brates the art of espres­so in all its forms — from the first glimpse of a gleam­ing machine to the final drops of a per­fect­ly extract­ed shot in a home baris­ta’s cup.

For this iter­a­tion, we designed a cus­tom machine con­fig­u­ra­tor that invites users to orches­trate their own mas­ter­piece. This inter­ac­tive can­vas allows espres­so enthu­si­asts to cus­tomize every­thing from body col­or to knobs, legs, and rails — trans­form­ing the act of cus­tomiza­tion into a rit­u­al of per­son­al expression.

The con­fig­u­ra­tor became the dig­i­tal equiv­a­lent of La Mar­zoc­co’s hand­craft­ed approach: an expe­ri­ence where users could wit­ness their dream machine tak­ing shape before their eyes, each selec­tion a brush­stroke on a can­vas of possibilities.