In hospitality, design influences the guest experience long before the first sip. Whether a coffee machine is positioned in a hotel breakfast area, restaurant, lobby, lounge or conference space, it becomes part of its surroundings – and shapes how guests perceive the business.
A professional coffee machine must therefore do more than produce consistently high-quality beverages. It should complement the interior, communicate the standards of the establishment and make every interaction feel intuitive. This thinking is at the heart of the New A Line from Franke Coffee Systems.
Its design transforms the coffee machine into a premium guest touchpoint – one that enhances the customer experience, reinforces the establishment’s identity and contributes to the perceived quality of every coffee moment.
A premium presence in every environment
The New A Line combines a clear, architectural form with carefully considered proportions, refined materials and matte surfaces. An increased use of metal reinforces the impression of quality, while precise details and clean transitions create a sophisticated overall appearance.
Its modular design language extends across the entire system. The coffee machine and its add-on units form one visually cohesive solution rather than appearing as separate components. This allows operators to configure the system according to their individual beverage and service requirements while retaining a consistent premium look.
Three distinctive materializations – Onyx, Granite and Mahogany – make it possible to select an appearance that suits different interiors and brand environments. From an elegant hotel lounge to a contemporary restaurant or high-volume breakfast area, the New A Line is designed to fit naturally into its surroundings while maintaining a recognizable identity of its own.
Developed with Swiss designer Michael Thurnherr, founder of 2ND WEST design studio, this approach has received international recognition through the iF DESIGN AWARD 2026 and the Red Dot Award: Product Design 2026.
Design that shapes the experience
The design continues wherever guests and operators interact with the machine. A 10.4-inch touchscreen is integrated into the machine architecture, creating a clear visual focal point and making the digital interface feel like a natural part of the overall product.
FrankeOS provides dedicated customer and operator modes, allowing the experience to be adapted to different situations. Guests can navigate beverage choices intuitively, while employees receive guided support for operational tasks. This can simplify self-service, facilitate staff onboarding and help hospitality teams maintain efficient workflows during busy periods.
The Dynamic Spout Light provides an additional visual cue at the point where the beverage is prepared. It supports intuitive interaction while adding to the premium presentation of the coffee-making process.
Together, these physical and digital elements create a seamless experience across different hospitality environments. The machine is not simply positioned in a space: it becomes an active part of the guest journey.
Turning every coffee moment into a brand moment
Design matters commercially because visible equipment communicates something about the business behind it. A coffee machine that looks refined, feels intuitive and performs consistently can reinforce a hotel or restaurant’s positioning every time a guest approaches it.
This is particularly relevant as coffee service moves beyond traditional breakfast and restaurant occasions. Guests may encounter the machine throughout the day – in a lobby, meeting area, executive lounge or self-service location. Each encounter represents an opportunity to express quality and attention to detail.
The New A Line supports this experience with technologies that operate behind its refined exterior. iQFlow™ helps deliver consistent in-cup quality, while the New FoamMaster creates hot, warm and cold milk and milk-foam options using dairy or plant-based alternatives. Flexible configurations enable operators to offer a broad beverage selection tailored to their concept and clientele.
The new A600 and new A800 share the same compact footprint and design language while addressing different operational requirements. The new A600 is a premium all-rounder for a wide variety of hospitality settings. The new A800 is designed for locations requiring greater performance and supports parallel dispensing to help teams serve beverages efficiently during periods of high demand.
By combining visual quality, intuitive interaction and operational performance, the New A Line demonstrates how professional coffee equipment can contribute to much more than beverage preparation. Its award-winning design elevates the coffee experience, strengthens the environment around it and turns every unit into a premium guest touchpoint – creating design that drives demand.
Discover the story behind the design
Watch the video with Michael Thurnherr and explore how the New A Line’s design brings together premium aesthetics, intuitive interaction and business value:
Franke Coffee Systems
Franke-Strasse 2
CH-4663 Aarburg
Switzerland
+41 62 787 3131
coffee.franke.com
