A hotel guest may encounter coffee at breakfast, in the lobby, during a conference break, in the lounge or after dinner. Each setting is different, but guests expect the same consistently high-quality experience.
In these guest-facing spaces, a fully automatic coffee machine becomes more than a piece of equipment. Its appearance, materials and ease of interaction contribute to how guests perceive the hotel. It must also support employees during busy service periods and fit naturally into different interiors and workflows.
This balance between guest experience and operational practicality is what inspired Franke Coffee Systems’ New A Line.
Developed with Swiss designer Michael Thurnherr, founder and leader of 2ND WEST design studio, the New A Line brings together physical and digital design in a modular platform. The goal was to evolve Franke’s Classic A Line for a new generation of hospitality environments.
Less is more, but never less
Franke aimed to create a clear and minimalist design language that allows the proportions, materials and details to take center stage, so the machines can become a distinctive feature of a boutique breakfast area or provide a consistent presence across a large conference hotel’s high-volume service points.
The New A Line is available in three color and material concepts: Onyx, Granite and Mahogany. Matte surfaces, increased use of metal and precisely finished details create a premium look and feel, while durable, easy-to-clean surfaces support daily operations.
The design is complemented by the Dynamic Spout Light, which visually supports the beverage preparation process, combining aesthetic impact with practical guidance for guests and employees.
One design language, many hotel settings
Coffee requirements vary considerably within a hotel. A breakfast buffet should handle concentrated peaks, while a lobby or executive lounge may require intuitive self-service throughout the day. Conference spaces need speed during short breaks, while a restaurant may place greater emphasis on personal service.
Through a modular system, machine variants and coordinated add-on units share one coherent design language. Hotels can select configurations suited to each service point while maintaining a consistent visual identity throughout the property.
For hotel groups, this also supports standardization. Each property can adapt the setup to its size, guest profile and menu without losing the brand experience connecting the wider portfolio.
The screen as a communication tool
The touchscreen and digital user interface are also part of the overall experience. The UI was developed by Imago Design in Germany, while 2ND WEST integrated the display into the machine architecture so it feels like a natural part of the overall design.
The touchscreen presents drinks clearly, supports intuitive self-service and provides space for tailored imagery or messages, allowing the machine to reflect the hotel’s visual identity.
Clear workflows also support employees with different experience levels, which is particularly valuable when teams work across departments, shifts and service areas. Easier interactions can help reduce uncertainty and support consistent service.
Design with a business purpose
A well-designed coffee solution can strengthen a guest space, make self-service more intuitive and help employees work confidently. It can also create consistency across the entire guest journey, from the first coffee at breakfast to the final espresso after dinner.
In this way, the coffee machine becomes part of a much larger experience: one that brings together the hotel’s interior, its brand and its approach to hospitality.