Rhea Vendors' Trademark
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Shaping the Future of Automation
in the Hospitality Industry

In the world of hospitality, automation plays an increasingly central role, both because of the quality and replicability of the service it guarantees customers, and because it allows more efficient resource and time management. It was this unique fusion between the world of coffee and automation for the Ho.Re.Ca. segment that Rhea brought to Host 2023, with a stand that recreated several settings typical of the hospitality sector, such as a stylish lounge that seamlessly integrated Rhea’s tailor-made design solutions to create contemporary, interactive settings that enhance the pleasure and quality of the coffee break.

At the Rhea stand, visitors had the opportunity to explore the latest superautomatic models, the rhTT3 and rhTT1, which offers the versatility of creating drinks with fresh or non-dairy milk, thanks to the innovative rhMM2.v+ milk machine. We also presented the free-standing rhFS1 and rhFS2.touch32, complemented by accessory modules to provide snacks or cups, as an example of the potential of the tailor-made coffee experience offered by Rhea.

Host was also the platform for launching Rhea’s new campaign, which tells the story of the company’s values through the meaningful connection between the brand and its people in the form of a concrete commitment to innovation, quality, sustainability, and tailor-made service. The new campaign juxtaposes human faces and a coffee cup that evokes the Rhea logo, symbolizing the company’s ability to work with a vision that is open to the future, to offer a personalized experience, to listen to the urgencies of the planet, and to aim at continuous quality improvement.

These values were conveyed through the design of the stand itself, which combined green furnishings with natural elements: the use of recycled wood, green areas, and lounges adorned with plants and moss that were reallocated after the fair to other places, in alignment with the principle of repurposing.

Visitors also had the chance to taste the wide range of coffee varietals and roasts offered at the coffee corners distributed around the stand, as well as recipes for coffee drinks and cocktails created by coffee expert Andrea Lattuada and Marco Poidomani, the Italian champion of ‘Coffee in Good Spirits’, who entertained the audience with live demonstrations.