Introducing The House of Coffee & Co. NEWS


Introducing The House of Coffee & Co.

Following on from a successful five years of The London Coffee Festival, festival creators Allegra Events have now designed The House of Coffee & Co. – a fully immersive coffee experience that takes visitors on a multi-sensory journey through the world of coffee.



Awaken your senses and prepare yourself for the ultimate coffee experience

Following on from a successful five years of The London Coffee Festival, festival creators Allegra Events have now designed The House of Coffee & Co. a fully immersive coffee experience that takes visitors on a multi-sensory journey through the world of coffee.

The growth of independent artisan coffee shops has inspired todays consumer who is now more interested in coffee than ever before. As they discover more about coffee and move towards the higher-end of the speciality coffee spectrum, their desire for knowledge increases and they expect a more sophisticated coffee experience.

Visitors to the House of Coffee & Co. will travel through five galleries as they explore the coffee journey: Coffee Origins, Roasting & Cupping, Brewing, Coffee & Food Pairing and Understanding Taste.

What makes The House of Coffee & Co. unique, explains Ludovic Rossignol, Event Director at Allegra Events, is that it offers an interactive experience. As visitors progress through the different galleries, they will discover the real coffee story through intimate, informal workshops and demonstrations, plus individual discussions with professional baristas and roasters.

Our festival visitors now understand more about the different coffee processes how origin, roast profile and brewing method affect the taste of coffee so we wanted to create an event that allows them to develop their existing knowledge about coffee in a more interactive and refined setting.

The event also creates a new consumption period for the coffee calendar, providing maximum exposure for brands launching new seasonal products ahead of the festive season.

The House of Coffee & Co. will this year take place at Victoria House, a Grade II listed neoclassical landmark in the heart of London. With its style emulating art galleries and private members clubs this building forms the perfect canvas to present coffee, food, music and art in a more refined and sophisticated space.

Upon arrival, visitors will receive the House of Coffee & Co. menu highlighting the different coffees and workshops they are about to discover and each collaborator will offer an interactive experience in line with a specific gallery, such as live roasting demonstrations, cupping workshops or tasting sessions that will educate and inspire visitors.

The House of Coffee & Co. Galleries

Gallery 1: Coffee Origins

In the first gallery, visitors meet green bean importers presenting coffee from different origins, explaining the processes used to dry the beans and how these affect the coffee. Visitors will also find out more information about the coffee farmers themselves as well as direct sourcing.

Gallery 2: Roasting and Cupping

In the second gallery visitors can experience live roasting, while learning about different roast profiles and how they impact the taste of the final coffee. Visitors will choose their own green coffee sample to roast and then cup this and coffees from across the globe in hands-on cupping sessions using their own cupping spoon which will be presented to them upon arrival.

Gallery 3: Brewing

In this zone visitors learn about the different brewing methods and the types of coffee that are best for each method. Visitors will learn about the art of grinding and discover how to make the perfect cup of coffee using a variety of brewing methods including the chemex, cafetiere, V60 and aeropress.

Gallery 4: Coffee and Food Pairing

In Gallery 4 visitors enter a caf environment to discover which foods go best with different coffees. In this gastronomical experience, visitors can taste and explore a selection of coffees to determine how best to pair them with an assortment of artisan chocolate, natural wine, craft beer and fine foods.

Gallery 5: Understanding Taste

In the final gallery, visitors will explore taste profiles through a series of talks, workshops and immersive experiences. Visitors will learn how to use all five senses to understand the subtle nuances of coffee and how they compare to whisky and wine, enabling them to train their palate to better appreciate taste and flavour.

The House of Coffee & Co. takes place at Victoria House, London from 05-08 November 2015.

www.houseofcoffee.co

About the author
About The London Coffee Festival With over 23,000 visitors across this four-day event, The London Coffee Festival is an unmissable event for discerning coffee lovers and those working in the coffee scene. The festival features more than 250 artisan coffee and gourmet food stalls, tastings and demonstrations from world-class baristas, interactive workshops, street food, coffee cocktails, live music, the Coffee Masters competition, plus fashion and lifestyle district Milk & Sugar and much more. The London Coffee Festival is the launch event of UK Coffee Week™ which takes place nationwide and features fundraising events in aid of Project Waterfall, a charity that delivers safe water projects to coffee-producing countries. For more information please visit www.londoncoffeefestival.com



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