International well-known coffee brands rush to launch Chinese German musician Melitta to open an experience store in Shanghai.

Professional coffee knowledge exchange More coffee bean information Please pay attention to coffee workshop (Weixin Official Accounts cafe_style)

On November 22, the world's first coffee experience store of German Melaka Coffee officially opened on the third floor of Opportunity Center, No.389 Nanjing West Road, Shanghai City. When it comes to "Melitta", many people may not be able to react, but when it comes to "Melitta", coffee lovers should be able to think of "Melitta Coffee Filter Cup" for the first time!

German mother's epoch-making idea: tear a workbook as filter paper

In the general perception, hand brewed coffee requires meticulous skills, so it is generally believed that hand brewed coffee originated in Japan. In fact, the real origin is from Germany. Melitta Bentz, who lives in Dresden, Germany, uses paper from her son's workbook as filter paper and filters coffee grounds in a perforated copper bowl to extract coffee. The use of paper to filter coffee powder was undoubtedly more epoch-making at that time. Compared with the past, the use of paper to filter coffee powder had less miscellaneous flavor and cleaner taste. So Ms. Melitta founded Melitta in 1908 and began producing improved filter cups and filters. In 1937, Melaleuca invented the filter cup model, which became the prototype of the filter cup we know today.

Unlike traditional offline stores, Melitta Experience Store is an exclusive coffee space that delivers coffee culture and hand-brewed experience.

With the rise of fine coffee in China, more and more internationally renowned coffee brands have entered the Chinese market. As a German coffee brand with a history of more than 100 years and a pioneer of hand-brewed coffee culture, Melitta chose to join hands with the first IP-based opportunity space in China to jointly create the largest IP direction of "coffee culture" in the future.

Since 1908, when Melitta Bentz, founder of Melaka Coffee in Germany, invented the hand-brewed coffee filter cup, hand-brewed coffee has become one of the most popular coffee brewing methods in Europe and America. Today, Melitta enters China with orthodox hand-brewing culture, hoping to let more people understand the unique charm of coffee and hand-brewing with the help of this offline experience store focusing on coffee culture.

Mr. Byron Chang, General Manager of Melaka Coffee China, said that Melitta attaches great importance to China's huge coffee market. The opening of this store is also to hope that Melitta, a household name in Europe, can be understood by more Chinese coffee lovers and expand the whole Chinese market with Shanghai as the origin.

Walking into the store, the tall glass curtain wall brings a transparent visual experience to the whole space, and the use of a large number of logs and plants matches the clean and soft colors in the store, fully reflecting the German simple and environmentally friendly design concept. Coffee beans, coffee books, coffee utensils and lovely 3D coffee paintings on the marble floor are everywhere, and many tourists take selfies in front of the three-dimensional paintings.

At the same time, the store also has a "coffee garden" theme selfie corner, more than one meter high doll bear and indoor lawn attracted many KOL to punch cards. In front of the bright amber gold bar, Barista, dressed in a professional apron, carries freshly made coffee to explain the flavor to visitors. Behind him, a series of Melitta products are placed on the display cabinet, such as coffee beans, hand-made filter cups, filter papers, hand-made pots, fully automatic coffee machines, etc., showing Melitta's complete and rich coffee product line to visitors.

In this coffee experience shop, visitors can not only enjoy delicious coffee made by professional baristas, but also participate in free hand-brewed coffee classes in a special coffee teaching area. Under the guidance of handsome German coffee instructors, participants learned to use various hand-brewed coffee props, and personally weighed, ground beans, brewed, and experienced the fun of coffee in the complete hand-brewed process.

Next year marks the 111th anniversary of Melitta Coffee, one of the few coffee brands in the world with more than a century of history, and Melitta is preparing a series of events and new products. In this experience shop, coffee lovers will have the opportunity to participate in coffee teaching, coffee tasting, coffee lectures and other themed activities, and get close to Melitta's cutting-edge coffee products and information. I believe that in the near future, this coffee experience shop will become a trend landmark in Shanghai coffee circle and even Chinese coffee circle.

Part of the picture source reference: German Melaka coffee

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