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UP CLOSE AND PERSONAL WITH LA MARZOCCO'S STRADA PHOTO BY CONRAD ALTMANN AND CHRISTOPHER BERNAL OF STUDIO HOLLADAY DEEP IN THE HEART OF SAN FRANCISCO'S Mission District, the Guerrero Gallery is more of a neighborhood fixture than your typical exhibit space. As we unload myriad espresso machines, grinders, audio-visual equipment, and the like into the space, local folks wander in to see the colorful exhibits lining the walls. In fact, they are so comfortable that our mess of boxes, crates, and carts hardly gets a second glance. Long before this trip, I found myself in the La Marzocco lab in Seattle, listening to Scott Guglielmino, La Marzocco USA's product manager, instruct several baristas who would soon be operating their own Strada EPs. As Scott told the tale of this machine and how it came to be, it occurred to me that this story wasn't just for machine owners, but for passionate baristas around the world as well. After all, it's the story of a machine built for them. We began to construct an experience that makes the Strada EP and it's pressure-profiling technology approachable for any barista. Though this machine has been available for a while, it's only recently that we've In an effort to provide hands-on learning with the Strada EP, La Marzocco hosted come to have a clear framework with which to use it. So we decided to one-day events called "Pressure + Flow" in Los Angeles, San Francisco, New York, hit the road to show people that pressure profiling doesn't have to be as and Chicago in February and March of 2012. intimidating, using a series of events called "Pressure & Flow." The stop Later, we move into a session called "Espresso Machine Loveline." Modeled in San Francisco was our first. Pressure & Flow is broken down into four individual sessions. We kick off after the legendary radio talkshow, our version allows baristas to ask any each day by greeting everyone who arrives with coffee provided by Atlas Coffee question they might have about espresso machines. Our final session, "Flow," is a chance for baristas to learn more Importers. The coffees play an essential role in experiencing what the Strada EP can do. As guests sip from their cups, I begin our session called "Pressure: The about what's really at the core of great espresso: water. Scott delivers Strada Story," which begins with a detailed retelling of that story I first heard in an insightful talk on the chemistry of water before giving guests the opportunity to taste the same coffee from three different GS/3 espresso the lab. We then dive into what we know about pressure profiling, and what it can machines, each hooked up to water supplies mimicking New York and do with coffee. We've structured our knowledge and education around four Los Angeles, and one calibrated to the Specialty Coffee Association of main pressure curves, and today we've come to show baristas not only what America's recommended specifications. As the day in San Francisco wraps, we still have a lingering crowd of locals. those curves are, but also how they relate to individual coffees. As guests move into the hands-on portion of the experience, the goal is In fact, it's hard to figure out who in this crowd actually works in coffee or simple: Find the pressure profile that will make the flavor of the espresso not. In some ways, it affirms that we've accomplished our task, that someone reflect the flavor of the cup of coffee you tasted earlier from Atlas. For each who does not make coffee every day can come to "Pressure & Flow" and of the coffees, there is an espresso grinder. Each grinder has four markings share in an experience with coffee professionals. ÑRyan Willbur on the adjustment collar so that attendees can easily adjust for each profile. 1.800.277.7277 or info@visionsespresso.com www.visionsespresso.com a. El Salvador Pacamara Would you like to learn more about Water fltration? Send us a sample of your water, and we will help you get it just right. Contact Visions Espresso today. www.baristamagazine.com 21