Johan Cruijff ArenA

Ordering coffee in sign language: that’s the Sign Language Coffee Bar.

Published at 15 December 2025

A unique experience that makes your event unforgettable. At this coffee bar, baristas with a hearing impairment are at work. With true craftsmanship they prepare your cappuccino, espresso or latte, showing that genuine hospitality doesn’t depend on words. The result: coffee that not only tastes wonderful, but also resonates.

Coffee with meaning: perfect for events with impact

The collaboration between Hutten and the Sign Language Coffee Bar aligns seamlessly with the vision of the Johan Cruijff ArenA: a place where talent matters. Where you look not at limitations, but at possibilities.

“We believe it’s important to focus on the talent of the hearing-challenged rather than on the limitation,” says Drees Peter van den Bosch, CEO of Hutten. “I am convinced that ordering coffee in sign language contributes to social cohesion and encourages visitors to reflect on workplace diversity.”

For organizations that want to make a difference

The Sign Language Coffee Bar creates employment for people who have more difficulty accessing the job market, and it offers visitors a unique, meaningful experience. Do you want to give your business event, conference or hospitality moment something extra? Something that surprises, connects and creates social impact? Then the Sign Language Coffee Bar is a powerful addition.

Hands at work, impact in the spotlight

The Sign Language Coffee Bar is an initiative by social entrepreneurs Bas de Ruiter and Sandra Ballij. They train deaf and hard-of-hearing talents to become Gebaarista’s: baristas who serve their guests using sign language. Ordering your coffee is easy via a video screen. The interaction, however small, is surprisingly personal and fosters connection. It’s an experience people will keep talking about.