X° Robusta x Focus Art Fair London 2025
It all begins with an idea.
Beans of Arts: Taste Becomes a Language of Creation
Introduction:
This October, X° Robusta Coffee joins Focus Art Fair London 2025 at SAATCHI GALLERY , introducing coffee as a new medium of artistic expression. Focus is a global contemporary art platform with a special emphasis on Asian and Asian diaspora art, bringing together artists, designers, and brands that explore innovation through cross-sensory and cross-cultural experiences.
Art and coffee share the same soul — both are complex, layered, and full of possibilities.
We both shares the valued for its depth, individuality and complexity. From bean to flavor, from technique to emotion; same to a painting or sculpture, coffee can become a vessel of creativity and culture.
The Philosophy Behind the Cup
The global coffee industry is shaped by two major beans:
Arabica and Robusta.
Robusta dominates Europe, especially Italy, known for its softness and elegance; Arabica, in contrast, thrives in tropical regions with bold and intense character. Their differences enrich the coffee world — inspiring us to find balance within intensity, and clarity within depth.
X°-tra Clarity, X°-tra Joy.
This is the philosophy of X° Robusta. In Focus Art Fair, we proudly proposed: “X°-tra Experience,” inviting visitors to engage in an artistic journey that transcends taste. X°-tra Experience closely follows.
Art today reaches beyond the visual. We chose Robusta, not for convention, but for its strength and potential. Sourced from Yunnan, our Robusta beans embody what we call Rainbow in darkness — rich, layered, and full of life.
Bitterness is not singular; it can be sweet, sour, or caramel-like, just as art carries multiple emotions within one tone.
A Shared Experiment in Innovation
The essence of art lies in pushing boundaries. Our collaboration with Focus Art Fair is a shared experiment in innovation — redefining how coffee can live inside an exhibition.
At Saatchi Gallery, X° Robusta presents not a café, but a taste installation.
We proudly present Tom-Yum Americano & Crunchy Cookie Latte:
Tom Yum Bubble Americano
Inspired by Thai Tom Yum soup, this sparkling Americano blends Yunnan beans with a tangy, refreshing spice profile. Bold, avant-garde, and daring, it represents the spirit of exploration and artistic freedom.
Crunchy Choc Cookie Latte
A true statement of sustainability. Served in an edible cookie cup, it creates zero waste. While others strive to make disposable cups “more eco-friendly,” we choose to eliminate waste entirely — drink your coffee, then eat the cup.
This breaks the dominance of sight and brings taste into the space of art. LG integrates technology with artistic storytelling, Le Cordon Blue transforms culinary craftsmanship into visual form, and Great Art supports artists with materials.
We, in turn, express creativity through warmth — the kind that connects people, art, and time.
Summary
Museums are experimenting with scent, sound, and touch — so we believe taste can also be a form of art. Through this collaboration, we transform the act of drinking coffee into an experience of temperature, memory, and emotion. Innovation is not always about creating new things, but about giving familiar experiences new meaning. This is more than an exhibition — it is a multi-sensory experiment. Amid the lights and shadows of Saatchi Gallery, X° Robusta Coffee blends precision, flavor, and emotion, turning coffee into a form of contemporary art; Because art is more than what we see, and coffee is more than what we drink.
X°-tra Clarity, X°-tra Joy,
X°-tra Experience.
Taste the art, feel the temperature.
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