VALUES

Design Was the First Word

Founded in 1905 by Pier Teresio Arduino in Turin, Victoria Arduino was born from a bold vision for the era: to make the coffee machine a symbolic, powerful, and beautiful object, combining cutting-edge technology with artistic style.

Design: The Beating Heart of the Brand

In Victoria Arduino’s vocabulary, design has never been mere aesthetics, but a primary language—a grammar where technology, art, and culture blend to shape an object that goes beyond function. Coffee machines are not just work tools, but scenic presences, conceived to inhabit space with identity and character. Bars, hotels, and cafes thus become contemporary settings, animated by objects that reflect a thoughtful design approach.

EARLY 1900s

The journey began in the early 1900s, when Pier Teresio Arduino intuited that the coffee machine could become a new object of desire—not just functional, but also beautiful, powerful, and theatrical. The first creations fully embodied the spirit of Art Nouveau, with shiny surfaces in brass, copper, and steel, fluid forms, intricate details, and floral decorations. These machines, true works of functional art, became icons of elegance and innovation in the most refined cafes of the time.

ARTISTIC INFLUENCES

Art Nouveau / Liberty

The first models were inspired by the Art Nouveau style, with floral decorations, soft curves, and artisanal details that reflected the beauty of the era and transformed the coffee machine into a central theatrical element.

1900 - 1909: Good Design

Louis Blériot Monoplane Blériot XI Blériot Aéronautique 1906

Pier Teresio Arduino - 'Victoria' Patent 1907

Luigi Bezzerra - Espresso Coffee Machine, 1906

Industrial design emerged in the 19th century with the introduction of new materials and production techniques. Movements like Arts and Crafts emphasized the importance of aesthetic quality even in mass production. During this period, new public spaces, such as cafes, also began to take shape, requiring solutions that were both functional and elegant.

Victoria Arduino machines tell a story of over a century of innovation, from the first patents to iconic models still in production today. Created to meet the needs of public spaces, they combine functionality, aesthetics, and technology — becoming true design classics.

Design is not limited to materials. Since the 1920s, Victoria Arduino has also explored the potential of visual communication, initiating collaborations with important Italian illustrators.

1920s – 30s

Emblematic of this is the collaboration with Leonetto Cappiello in 1922. The artist created a poster that marked a fundamental moment in the brand’s imagery: an elegant traveler, wrapped in a bright yellow coat and wearing a white hat, casually leans out from a moving train, enjoying an espresso prepared with a Victoria Arduino machine. The image — suspended between futurist speed and Art Nouveau decoration — celebrates the union of urban dynamism and ritual gesture. Coffee is no longer just a drink: it becomes a symbol of progress, luxury, and efficiency, designed for those living in a world that never stops. In this poster, the machine is neither a background nor an accessory: it is the theatrical protagonist, a heroic presence that embodies a new modernity. A graphic archetype that blends art, industry, and style into a unique and powerful vision.

ARTISTIC INFLUENCES

Art Deco

The shapes became more geometric and refined, using materials such as polished copper, brass, and steel, giving the machines an imposing and elegant presence.

1920s and 30s: design between modernism and functionality

Victoria Arduino Wall-mounted espresso machine, 1922

Victoria Arduino two-group column machine, extra type, 1922

Gabrielle Coco Chanel Chanel N°5 – Chanel, 1921

Aldo Balma Coccoina glue, Capoduri C. 1927

Reinhold Heidecke Rolleiflex 6x6 Franke Heidecke 1928

Mignon Coffee Machine - Victoria Arduino, 1927

Design intertwines with the cultural and technological ferment of the time. Industrial expansion, the advent of radio, cinema, and reinforced concrete transformed cities and lifestyles. The Bauhaus redefined the very concept of object: essential, functional, modern. Icons such as the Chanel N°5 bottle and the glass globe chandelier were born—symbols of an era projected towards the future.

Victoria Arduino also fits into this context of innovation. Its coffee machines, designed for evolving establishments of the 1920s, combine elegance and technology. With clean lines and durable materials, they become functional objects that embody a modern and sophisticated style.

1930s

Alongside this pioneering production, in 1930 the artistic illustrated catalog printed by Stamperia Restelli in Turin was born: a prestigious publication, enriched with embossed images of the Winged Victory and the eagle, emblems of the brand. Inside, the models of the Extra Type series and other luxury colored machines are presented as elite objects, within a visual layout that enhances the aesthetic aspect of the technical product.

ARTISTIC INFLUENCES

Monumental and rationalist aesthetics

The design is characterized by a more monumental and rational tone, with clean and precise surfaces, and motifs that evoke progress and industrial discipline, expressing a dialogue between functionality, order, and modernity.

1930s LITTORIO STYLE

Poltrona Frau model 904 Vanity Fair, Poltrona Frau - 1930

Henry Dreyfuss telephone model 300, Western Electric Company, 1937

Harley-Davidson EL, Harley-Davidson - 1936

Giuseppe Terragni Sant'Elia Chair, Zanotta - 1936

THE 1950s

With the arrival of the 1950s, the brand’s visual communication is renewed with a modern approach. In this decade, new iconic materials emerge that strengthen the link between design and innovation. An advertising postcard depicts Victoria Arduino machines towering over a group of skyscrapers—a visual metaphor for architectural and technological progress, as well as a symbol of urban modernity with which the brand intends to engage.

In 1955, on the occasion of the company’s fiftieth anniversary, a celebratory poster is created as part of a broader relaunch plan, which also includes a commemorative publication and targeted campaigns.

ARTISTIC INFLUENCES

Rational Modernism

The machines free themselves from the superfluous to embrace more sober and essential lines. The design has been refined thanks to the contribution of architects like Luigi Caccia Dominioni, anticipating the industrial language of Made in Italy.

1950s: Good Design

Disco Ball - Unknown Designer, Various since 1942

Hans Wegner PP 512 Folding Chair - Johannes Hansen, 1949

Victoria Arduino Advertisement, Victoria Arduino - 1948

Slinky - Richard James, James Industries, since 1946

WAT Series by Luigi Caccia Dominioni, Victoria Arduino - 1948

Polo Mint, Rowntree (Nestlé) - since 1948

An image of a factory in Turin after the reconstruction following the war events - Victoria Arduino, 1948

Over the decades, Victoria Arduino has evolved with consistency and vision, following—and often anticipating—the cultural and stylistic changes in the Italian landscape.

Starting from the 1930s, the shapes of its espresso machines became more geometric and essential, in harmony with the languages of rationalism and modernism. In the 1960s and 70s, during the golden age of Italian industrial design, the brand captured the spirit of the times with compact and functional solutions designed to integrate perfectly into new urban consumption spaces.

This design-driven tension remains alive today. Victoria Arduino continues to maintain a strong connection with contemporary design through ongoing dialogue with international baristas and prominent designers.

Important Collaborations with Architects and Designers

Throughout its history, Victoria Arduino has intertwined its path with prominent figures in design and architecture, giving life to projects that amplify the aesthetic and cultural dimension of the espresso machine.

Luigi Caccia Dominioni

The WAT machines, designed by Luigi Caccia Dominioni, represent an exemplary meeting point between architecture and espresso culture.

Dominioni, a master of formal rigor, infused his unmistakable style into the professional espresso machine: pure geometries, balanced proportions, and solid materials. More than simple tools, the WAT machines are objects that dialogue with their surroundings, elevating the espresso machine to a symbolic level and an emblematic design of Italian design.

Massimiliano Doriana Fuksas

In 2013, Victoria Arduino collaborated with the Fuksas studio to create Theresia, a machine that blends architecture, art, and engineering.

Designed by Massimiliano and Doriana Fuksas, Theresia is inspired by the shape of a diamond — sculpted in Supermirror stainless steel with reflective surfaces and sculptural geometries. The project celebrates the union of distinctive aesthetics and advanced technology, with the T3 system for precise temperature control. Its name pays homage to Pier Teresio Arduino, the brand’s founder, highlighting the deep connection between historical heritage and formal experimentation. A truly iconic machine, Theresia is designed to stand out in both domestic and professional environments.

Giulio Cappellini

More recently, Victoria Arduino has collaborated with Giulio Cappellini, a prominent figure in contemporary Italian design, to develop projects that explore new ways of integrating the espresso machine into interior design.

These collaborations position the machine not only as a technical tool but as a distinctive element within carefully curated spaces — thanks to essential lines, refined finishes, and a strong focus on the relationship between form, function, and environment.

Limited Special Editions

With its Eagle One line, Victoria Arduino has created an espresso machine concept that goes beyond technical performance, transforming into an object of art and design culture. The Limited and Special Editions represent the pinnacle of this journey: exclusive pieces designed for an audience seeking uniqueness, beauty, and meaning.

Eagle One in Vegan Leather

The Limited Edition Eagle One stands out for its use of vegan leather, a material chosen for its visual and tactile appeal. The combination of leather and steel enhances the elegance of the machine, while the color — a vibrant and energetic shade inspired by the world of luxury — expresses enthusiasm, vitality, and character.

Every detail is crafted with artisanal care, making this edition a celebration of custom design, conceived for refined and visionary environments.

Special Edition: Busan

The Busan special edition, presented in 2024, features a sustainable and recyclable fabric, reflecting the contemporary philosophy of stylistic fusion: vintage and modern, color and minimalism, aesthetics and responsibility.

This edition pushes the creative language beyond the machine itself, transforming it into a visual manifesto of design and sustainability.

Special Edition: Copenhagen

The special Copenhagen edition is wrapped in natural raffia, a biodegradable fiber that combines lightness, texture, and authenticity.

Like the Busan version, this edition interprets the coffee machine as a narrative object: sustainable, sensorial, and full of identity.

E1 Prima Special Edition

Victoria Arduino continues to redefine the concept of personalization with the E1 Prima Special Edition.
A collection of three iconic finishes — Leather, Raffia, Texture — designed to bring character, contrast, and coherence to contemporary spaces.

E1 Prima Special Edition is where form takes on meaning.
Each version tells a different material story:
• the tactile refinement of vegan leather
• the raw elegance of raffia
• the graphic depth of woven fabric

Three design visions, one iconic machine.
Designed to inhabit interiors with presence and personality, the E1 Prima Special Edition elevates its role: from functional object to design icon.

This is just a preview. Users will be able to discover more and request full details about the E1 Prima Special Edition from their local distributor as soon as it becomes available.

Special Project

It is in this balance that The DESIGN BLEND takes shape—the meeting point between design and coffee culture as a space for creative exploration. In this context, the E1 Prima Special Edition asserts itself as a design object. Not just an espresso machine, but an element capable of inhabiting a space with coherence and presence, in constant dialogue with contemporary interiors.

Through a measured use of materials, a precise attention to form, and a scale that speaks the language of everyday life, this special edition restores centrality to the coffee ritual, transforming it into an aesthetic and functional experience.

The Design Blend

“The event ‘The Design Blend’ held during Milan Design Week 2025 combined the” technological and aesthetic innovation of E1 Prima with the “heritage of the Victoria Arduino brand, hosted at the Starbucks Reserve™ Roastery Milan — a true temple of the” coffee experience.

The iconic coffee machine will be the centerpiece of an installation that combines aesthetics and function, exploring the connection between past and future. Art Deco details blend with modern and brutalist elements, creating a visual and sensory experience that celebrates the beauty of design and the passion for coffee. To further enrich this celebration of design, a refined coffee table book was presented in a limited edition, collecting evocative images from a photo shoot carried out in an exclusive experiential hotel that celebrates Made in Italy design in every room. Signed by Victoria Arduino, the book interweaves the history of design and brand values with the timeless elegance of the rooms, narrating the connection between architecture and machine design.