SIGEP 2025: Everything that happened at the Aroma stand
From January 16th to 20th, SIGEP was much more than a trade fair for Aroma: it was a vibrant place of encounters, exchanges, and shared visions, where the world of coffee was told through people, ideas, and connections.
Inside Hall B1 – Stand 014, the Aroma space transformed into a hub for baristas, Ho.Re.Ca. operators, and industry professionals, welcoming a steady stream of visitors and becoming a true hub for discussion. Here, the energy of a forward-looking community was palpable, with historic partnerships consolidating and new relationships poised to transform into concrete projects.
The Connessioni project was born within this context , continuing its growth after its debut at Host Milano. At SIGEP, Connessioni once again demonstrated its strength: creating authentic dialogues, connecting diverse skills, and bringing out new and unexpected perspectives on the world of coffee. This journey fostered encounters, inspiration, and new development prospects.
Like the Aroma Latte Art Competition , the official barista competition that saw participants test their skills with the professional Aroma La Doppia machine, using Instead of plant-based drinks . Cappuccino and macchiato became the challenge to demonstrate technique, creativity, and precision, but also to showcase the versatility of a machine capable of ensuring excellent extraction with any type of pod. Up for grabs were excellent prizes: the Aroma Iconica , Plus , and Lite machines and the book “Caffetterie Gourmet” by Gianni Cocco .
A precious collaboration has been strengthened with Gianni Cocco : his presence at SIGEP was a highly valuable opportunity, both as a protagonist of the Latte Art Competition and as a guide to the masterclass dedicated to Instead of plant-based drinks , during which all the flexibility and reliability of the Aroma La Doppia professional machine was demonstrated , capable of adapting to different extraction and service needs.
SIGEP was also the ideal place to strengthen and celebrate the connection with Lollo Caffè , a collaboration that took shape in several moments: from the latte art competition to the Connessioni Bar space , where visitors could taste Lollo Cuvée pods , extracted with the professional Aroma machine. A concrete experience of synergy, quality, and a shared vision.
Continuing the theme of experiences, SIGEP was also the perfect setting to launch the "Art in a Cup" campaign , a project that transforms the ritual of drinking coffee into an artistic gesture. Tastings, accompanied by dance, guided visitors on a sensory and itinerant exploration of Aroma products, also involving partner Caffè Toraldo at certain stages along the way. An experience that combined design, technique, and elegance, making coffee an expressive language.
During the event, Andrej Godina and Mauro Illiano presented the new Gambero Rosso guide dedicated to the best coffees and roasters in Italy. It was highlighted that the guide was created using the Aroma machine, recognized for its extraction quality and its ability to enhance every type of pod.
To confirm the interest and attention towards Aroma solutions, Francesco Corona , five-time world champion and third place at the World Coffee & Good Spirits Championship, also came to visit us at the stand, where he personally tried and appreciated the professional Aroma La Doppia machine , recognizing its performance and reliability.
SIGEP thus confirmed its position as a crucial crossroads of relationships, ideas , and cross-fertilization. Numerous visitors, meaningful encounters, and a growing network of connections made this experience a key moment for Aroma: not just a showcase, but a living laboratory for the future, where coffee was presented as a culture, a technique, and a relationship.
