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When designing a product, you face a fundamental choice: design the object itself, or design the experience within which that object exists. We chose the experience. Joe and the Juice has spent years building a coffee philosophy rooted in local partnership. Each location sources from specialty roasters in its region: direct relationships with farms, fair compensation, transparency from seed to cup.
The coffee is never generic. It changes. It reflects where you are. This dedication requires an equally uncompromising vessel, a standard established by La Marzocco, who has been handcrafting espresso machines in Florence since 1927.
Every machine is built to order by skilled craftspeople with obsessive attention to detail. Each one is made to last, made to perform, made to honor the coffee poured through it.
But coffee has become secondary. You brew a shot. You hold the cup. And instead of drinking it, you set it down beside you. Your phone is there. Your work is there. Your attention goes everywhere except to what is in front of you.
The coffee becomes background noise while you scroll, while you respond to messages, while you exist somewhere else entirely. This is a shame. Because espresso has a window. After extraction, you have roughly two to three minutes before the flavors begin to shift, before the crema breaks down, before the temperature drops. That window is precious. It is the only moment when the coffee and the machine can be fully experienced together.
We designed a machine with no straight edges. Every surface curves. The cone vessels cannot rest flat. There is nowhere to set your cup down. You cannot look away. You are forced to hold it. Forced to be present. Forced to actually experience the coffee and the machine within that critical window. This is what happens when you design the experience instead of the product.
To celebrate this collaboration, HELIOT EMIL and Joe & the Juice host a breakfast gathering on June 23rd to officially kick off Paris Men's Fashion Week. Guests are invited to experience this physical manifestation of presence firsthand. The pop-up cafe featuring the custom La Marzocco machine will be operational throughout the week.
Creative Director: Julius Juul