First-of-Its Kind Professional Experience Center in Vienna

People entering a stylish café with arched windows and a sign reading "Coffee Atelier" on a city street.

The SEB Professional Experience Centre and Coffee Atelier in Vienna's Textilviertel

Innovation, inspiration and interaction under one roof

At the end of January, SEB Professional Beverage opened its Experience Center with integrated Coffee Atelier in Vienna — the first of its kind for SEB Professional Beverage. A true one-stop shop for professional beverage solutions, it is also a space for exchange, creativity, and fresh impulses.

This pilot project is more than a showroom. It is a window into the future of professional beverage culture. Coffee is not simply consumed here — it is staged. Every machine, every gesture, every drink is perfectly aligned, creating an experience that inspires professionals and delights end customers alike.

A man in a blue suit stands beside a Schaerer coffee machine at a self-service station in a modern setting.

Markus Ferrigato at the newly opened Experience Centre and Coffee Atelier in Vienna

Vienna: The Stage for a new Chapter

Vienna is not only a city with a rich coffee house tradition. With its vibrant creative scene, the Austrian capital provides the ideal setting for new impulses in the coffee world. The Experience Center, together with its integrated Coffee Atelier, combines B2B expertise and a public coffee space within one environment. Here, progress becomes visible, tangible, and enjoyable.

“Vienna has always been the cradle of coffee culture and is home to some of the world’s oldest cafés. At the same time, it’s a central hub for lifestyle, gastronomy, and many of our customers." ”

Markus FerrigatoManaging Director SEB Professional AT

Busy coffee shop with people gathered around professional coffee machines, under modern lighting and greenery, creating a lively atmosphere.

Precision meets Passion

Stepping through the doors in Vienna’s Textile Quarter in the First District, visitors enter a world where technology, consultation, and enjoyment go hand in hand. Within the elegant green-and-gold interior, machines from the SEB Professional Beverage brands – WMF, Schaerer, La San Marco, and Zummo – demonstrate performance, precision, and versatility tailored to every need.

Visitors experience the machines live, receive individual consultation, and discover first-hand how espresso, cold brew, or freshly pressed juice is prepared. Training sessions, events, and end-customer experiences merge into one cohesive whole.

"Our showrooms are an essential part of customer guidance. They show how technology, taste, and expertise work together – and we deliberately include both end customers and visitors."

«A

café

has

always

been

place

connect.

Today,

coffee

shops

are

the

heart

community

building

–

authentic

and

tangible.

That’s

exactly

what

our

Coffee

Atelier

delivers.»

A person sketches a portrait using a brush at a wooden desk, surrounded by papers, a glass, and art supplies.

Szitai Studio creating portraits painted with coffee

An Opening full of Energy

The launch on January 29, 2026, kicked off with a Morning Coffee Rave. Beats pulsed through the room as Alina Kirchner, two-time Latte Art Champion, crafted dragons, parrots, and intricate milk foam designs. At the same time, Szitai Studio turned coffee into visual art, offering a fresh perspective on the joy in every cup.

As evening fell, the event transitioned into a Golden Hour Aperitivo. Industry experts, operators, and media guests explored market trends, technological developments, and the future of coffee culture. Signature drinks, classic coffee variations, and new creations from the Atelier accompanied the conversations.

"Day events reflect the spirit of the times – people want experiences even during the day. That’s exactly why we created the Morning Coffee Rave."

Modern café interior with coffee machines, a wooden counter, green accent walls, hanging plants, and seating areas with wooden chairs and tables.

The SEB Professional Experience Centre with integrated Coffee Atelier

Looking ahead

With the Experience Center and Coffee Atelier, SEB Professional Beverage sets new standards. Here, a cup of coffee is more than a drink — it’s a sensory journey. Technology, craftsmanship, and taste are tangible. Consulting, training, events, and customer interaction combine into a fully integrated experience. Vienna marks the birthplace of modern enjoyment and serves as the launchpad for future formats.

"The Coffee Atelier in three words: elegance, quality, authenticity."

The Coffee Atelier is open Monday to Friday, 8:30 a.m. to 5:00 p.m., offering the perfect space to explore coffee, make connections, and discover new creations.

Stay inspired and follow @coffee_atelier_vienna on Instagram.

Published February 27, 2026

Want to know more?

Do you have any questions or would you like to learn more about our world? Then you are welcome to contact us.

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