Ascaso "Dream" Espresso coffee machine

1. mixture of mechanical and electronic technology

2. Cost

2.1. mid price

2.2. price points escalate with features

3. Ergonomics

3.1. hand polished

3.2. operated by three switches

3.3. high quality rounded, heavy handle

3.4. heat gauge positioned at the front of the unit for ease of operation

3.5. thick stainless steel base

3.6. stainless steel tray and wire rack allows coffee to drip through and be caught without leaking through

4. Materials

4.1. aluminium body

4.2. high-quality varnish

4.3. range of 15 colours and three finishes: Gloss, matte and hand-crafted.

4.4. Stainless steel tray

4.5. wire rack

4.6. capuccino frother

4.7. Plastic water reservoir

4.8. metal switches

4.9. Glass temperature gauge

5. Design

5.1. http://www.ascaso.com/div-espresso-coffee-machines-grinders/dream-2.html (accessed 16/8/16)

5.2. not retro styling - in production since 1962

5.3. stainless steel and black accents

5.4. commercial 'look' for domestic use

5.5. round body

5.5.1. compact design

5.6. cup warming area on the top of the unit

6. Industrial production

6.1. Spanish manufacture, since 1962

6.2. machines made for bars, cafes, and domestic use

6.3. separate divisions working on technology, design and electronc components

7. Function

7.1. share with friends

7.2. makes coffee

7.3. conversation piece

7.4. "ground" coffee maker

7.5. simplicity of function - makes espresso and heats, "froths" milk in two separate processes

7.6. start your morning with coffee

8. Environmentally responsible

8.1. grounds can be collected for use in the garden

8.2. water from the tap

9. Company identity

9.1. 'for coffee lovers' philosophy, developed by founder Jesus Ascaso http://www.ascaso.com/div-espresso-coffee-machines-grinders/dream-2.html (accessed 16/8/16)

9.2. From Barcelona, focus on innovation in a saturated market

9.3. long history of coffee machine expertise

9.4. keen to develop innovative products with a hand made aesthetic

10. aesthetics

10.1. Stylish countertop machine, choice of 15 colours

10.2. hand polished

10.3. designed by Marc Aranyó (http://www.thecoffeeworkshop.co.nz/store/p2/Ascaso_Dream_Coffee_Machine.html accessed 16/8/16

10.4. has a retro look, but it is actually the original design and has never been changed

10.5. urban style

10.6. stainless steel and strong colour themes

11. culture

11.1. Espresso tradition, the founder of Ascaso worked for Gaggia, premium Italian coffee machines

11.2. small artisan style production

11.3. handmade reputation