International Coffee Day was an opportunity to look beyond espresso and imagine a new role for coffee in everyday life across Italy. This was the central message of the event hosted by 3TEMP, Ditta Artigianale, and Standart Magazine, which transformed Florence into a meeting point for professionals, enthusiasts, and innovators from across the beverage industry.
At the heart of the evening was a reflection on the future of consumption in Italy: a future in which coffee is no longer tied to a single moment of the day but accompanies people and occasions through increasingly personalized formats, experiences, and expressions.
“The coffee world evolves thanks to curious professionals who continuously experiment, challenge conventions, and seek new ways to surprise their customers,” said Marco Feliziani, CEO of Simonelli Group, owner of the 3TEMP brand. “This spirit is at the very core of 3TEMP. We did not develop a technology to define a single way of brewing coffee, but to give professionals the freedom to explore its full potential. We believe the most meaningful innovation is the one that inspires creativity, simplifies daily operations, and enables every venue to express its unique vision in the cup. With 3TEMP, we aim to support a new Brewing Culture by providing a tool that enhances quality, ensures consistency, and unlocks endless possibilities for interpreting coffee, tea, and new beverage experiences.”
This vision is the foundation of 3TEMP’s Brewing Culture, an approach that places filter extraction at the center as a way to highlight coffee’s aromatic complexity and make it accessible to new consumers and new consumption contexts. It is a culture that does not replace espresso but expands its possibilities, creating entirely new opportunities for discovery and enjoyment.
During the event, guests experienced filter coffee prepared with 3TEMP technology, sampled signature coffee- and tea-based drinks created by Andrea Villa, Italian Coffee in Good Spirits Champion, and discovered creative brewing applications through Vivoli’s filter coffee gelato, made using Ditta Artigianale coffee extracted with 3TEMP.
The journey demonstrated how filter coffee is becoming a bridge between different worlds: specialty coffee, hospitality, foodservice, mixology, and food experiences. These sectors share a common goal: delivering authentic, personalized experiences that align with the evolving expectations of today’s consumers.
As younger generations increasingly seek products that adapt to their lifestyles, coffee is evolving from a traditional ritual into a dynamic and versatile experience.
The Florence event offered a tangible example of how filter coffee and tea can become protagonists of these new consumption occasions, moving beyond traditional categories and embracing a more contemporary and inclusive approach. This is not simply a trend but a cultural transformation that is redefining coffee’s role within the consumer experience.
A key element in this evolution is the dialogue between companies, professionals, media, and the coffee community. The event hosted by 3TEMP, Ditta Artigianale, and Standart Magazine demonstrated how innovation and culture can work together to create new languages, spark curiosity, and expand knowledge about coffee.
The success of the evening confirms that the future of the industry will increasingly be shaped by the ability to interpret changing consumer behaviors and create relevant experiences throughout the entire day. A future in which coffee is not simply a beverage but a companion to different people, moments, and passions.
Through its Brewing Culture and Daily Rhythm vision, 3TEMP continues to promote a new way of thinking about coffee: more open, more creative, and more closely aligned with the habits of new generations. Because the future of coffee is measured not only by the quality in the cup, but by its ability to create connections, inspire curiosity, and generate new experiences to enjoy every day.
