JURA believes that the kitchen is not to be limited to a workroom. Instead, it is increasingly becoming an open space for social communication. Therefore, JURA's automated specialty coffee machines are designed to be nordic-cool, with an athletic appeal, giving it a gender-neutral and streamlined look that easily fits into every home and office. Because taste is unique and individual, JURA uses state-of-the-art technologies that enable the making of coffee that is suited exactly to each person's preferences.