Espresso Yourself

With such a cruel start to the morning, it's no wonder that more than 100 million Americans drink at least one cup of coffee every day. Coffee not only warms and soothes the body on those chilly mornings but also provides that extra jolt to wake you up and prepare you for the rest of the day. So, considering what it does for you, how much is a great cup of coffee worth? $20,000 perhaps?

Victoria Arduino is the premier name in the coffee-making business. It was in the early 1900s in Italy that engineer and inventor Pier Teresio Arduino forever altered the coffee landscape when he developed the world's first espresso machine with a steam-powered engine.


The company, which Arduino named after his wife, manufactured a technically superior and visually arresting machine; "based on functional and decorative principles...it was a massive element used to catalyse the interest of bar or cafe customers." Moreover, in addition to perfecting the product itself, unlike other companies at the time, Victoria Arduino focused extensively on its company image.

During that initial period of growth, Arduino commissioned several famous artists and designers so that they could contribute to the brand's advertising and promotional campaigns. Soon, espresso's popularity increased throughout the country and eventually spread throughout Europe. "In 1920, [the] Victoria Arduino company opened subsidiaries all over the world and became more and more known and appreciated by [the] coffee market."

Nearly a century later, Victoria Arduino has created the ultimate espresso device: the limited-edition Venus Century espresso machine, manufactured to commemorate the company's 100th anniversary. Made of stainless steel and weighing in at nearly 190 pounds, this three-by-three-by-two-foot espresso machine has 2,600 watts of power.

In addition to its strength, however, the machine is also exclusive. Only 100 were manufactured. The first was given to the Pope for his personal use; you are looking at number 34. To create this machine, which Victoria Arduino lovingly refers to as a "sculpture" and "art," it takes more than 980 pieces, 76 hours, and 11 different technicians.

"Whomever chooses a Venus, Venus family, or Athena coffee machine by rights joins the exclusive Victoria Arduino club. We know that whomever chooses a Victoria Arduino is demanding, not only because he wants high quality and style but because he feels that he 'belongs' to an elite circle, where refinement is a daily rule," the website proclaims. "This exclusivity is not a prerogative for the few. It is a choice."

So the next time you hear that alarm go off and place your feet on that cold floor in the dark of night, take comfort in the fact that extraordinary, comforting, and eye-opening espresso is only a few steps away.