How the award-winning New A Line from Franke turns the coffee machine into a premium guest touchpoint – and a powerful sales and communication asset.
In hospitality, every guest touchpoint contributes to the perception of a brand. The brief for Franke Coffee Systems’ New A Line was therefore about more than developing an attractive coffee machine. The challenge was to evolve the recognizable Classic A Line while creating a premium, timeless and modular design that could work across different hospitality environments and configurations.
Developed in collaboration with Swiss designer Michael Thurnherr, founder and leader of 2ND WEST design studio, the New A Line brings together physical and digital design to enhance the guest experience and support operators’ commercial ambitions.
Less is more, but never less
The guiding philosophy behind the design was “less is more, but never less.” By reducing unnecessary visual elements, the team created a clear and confident design language that allows the proportions, materials and details to take center stage.
This understated approach enables the New A Line to complement different settings, from a boutique hotel or restaurant to a high-volume hospitality environment. Rather than competing with the surrounding interior, it becomes a considered part of it – strengthening the brand experience while retaining its own distinctive identity.
Where premium quality is felt
The New A Line is available in three carefully curated color and material concepts: Onyx, Granite and Mahogany. Matte surfaces, an increased use of metal and precisely finished details create a premium look and feel. At the same time, durable, hygienic and easy-to-clean surfaces support the practical demands of daily hospitality operations.
An iconic light signature gives the machine an instantly recognizable presence. It is complemented by the Dynamic Spout Light, which visually supports the beverage preparation process. Together, these details demonstrate how design can combine aesthetic impact with practical guidance for guests and employees.
Designed to scale
Hospitality businesses rarely have identical requirements at every touchpoint. A breakfast area, lobby, conference space and restaurant may each require a different machine configuration. Multi-site operators must also adapt to individual locations while maintaining a consistent brand experience.
The New A Line addresses this through a modular system in which machine variants and coordinated add-on units share one coherent design language. This makes the platform easier to specify, roll out and standardize across different locations without imposing a rigid, one-size-fits-all solution.
When the screen becomes a business tool
The 10.4-inch touchscreen is integrated into the machine architecture as a natural part of the overall design. The digital user interface was developed by Imago Design in Germany, while 2ND WEST was responsible for integrating the display into the physical product architecture.
Powered by FrankeOS, the screen guides guests and employees clearly through beverage selection and preparation. It can also become a dynamic communication and sales surface, presenting seasonal beverages, promotions and customization options while creating opportunities for cross-selling and upselling.
Recognition with relevance
The New A Line has received both the iF DESIGN AWARD 2026 and the Red Dot Award: Product Design 2026. This international recognition validates the quality of its integrated approach to appearance, functionality and usability.
For hospitality operators, however, the real value lies in what the design delivers every day: a consistent, high-end guest experience, a recognizable presence across locations and a flexible platform for communicating and promoting the beverage offer.
The New A Line demonstrates that award-winning design can do more than elevate a space. It can elevate a brand – and drive demand.
Discover the story behind the design
Watch Michael Thurnherr explain the thinking behind the New A Line and explore how its award-winning design can enhance the guest experience and support your business.
Watch the video and discover the New A Line
