Out of Boxes NYC

15 06 2010

Update 1: Check out LMOOB Flickr pics!

Update 2: Finally got all the logos. LMOOB thank you poster below.

A huge THANKS to all those attended the La Marzocco OUT OF THE BOX NYC last week! An an even bigger THANKS goes out to all of our sponsors, partners, and helpers! It wouldn’t have been possible without any of you.

As you’re either trying desperately to preorder the new iPhone 4 (has the preorder actually worked for anyone?) or making travel arrangements for WBC in London, let’s recap what went on last week…

Lizz from Stumptown checking out the Strada EP (Picture from Liz Clayton's Flickr. Apparently WordPress doesn't allow link in the caption box so here's the link http://www.flickr.com/photos/latteart/)

Wednesday night was basically, how should I put it, a party featuring La Marzocco, Mazzer, Espresso Parts, Marco, Liemco, Barista Magazine, TampTamp, and MojoToGo. The turnout was great; just about everybody in the NE showed up (plus those who jetted in from far away).

The two Stradas were running on full steam as they were the main focal point at the party. There was a lot for people to discover and geek out on, considering all of the potentials in progressive pressure profiling and its affects on the espresso. It was an opportunity for people to get a firsthand preview of the machine. Of course, to really understand the full spectrum of benefits, you’d have to geek out for an hour or two simply because there’s quite a bit to wrap your head around. (For that, there were many separately arranged times on Wednesday and Thursday during which people had the opportunity to geek out more with their own coffees .)

A simplified pressure profiling calibration guide used at LMOOB.

Then there’s the Manual Brew Deathmatch, headed by Brian Ludviksen of Counter Culture and Vince Fidele of MojoToGo. Baristas battle head to head with the manual brew weaponry of their choosing. The resulting coffee is judged by MojoToGo (45%), taste (45%), and method (10%). Winners received LM “tool” bags, 1 year subscriptions to Barista Magazine, and coupons for complimentary downloads of MojoToGo iPhone app.

Manual Brew Deathmatch featuring the Marco Uberboiler (picture from Liz Clayton's Flickr)

Manual Brew Deathmatch Results

People were pretty stoked that we had a bike hooked up to an espresso machine. The pressure profiling bike unfortunately suffered frequent chain derailments (we didn’t install a rear derailleur to sustain proper chain tension because it hanger broke) and so we sort of had to neglect it for the evening, especially since we were so understaffed.

To make the event even more interesting, there were tables featuring our sponsors Mazzer, Espresso Parts, Barista Magazine, and TampTamp. Mazzer grinders pretty much owned the place, with their grinders on just about every table. They also showed off a new (prototype?) antistatic grid for the exit chute. Meanwhile, Espresso Parts was running a merch table and Barista Magazine was giving away copies of the current issue. TampTamp showcased services they offered in the NYC area.

The main engineer behind the new Strada, Roberto Bianchi, gave a presentation on the Strada, followed by a captivating presentation by Vince Fidele on the basket project – the next frontier in espresso technology. With any luck you’ll be able to see some tangible (production) results before the year’s end.

Despite of all the hard labor that was involved (it was like the work of 4 tradeshows in half the amount of time!) and the fact that we were understaffed, the entire party turned out pretty well. Special thanks goes out to Ninth St. Espresso, Addiction Espresso Service, Counter Culture, and Stumptown for contributing in various but significant ways. Without them, the event would not be possible.

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