BREWING IN THE ELEVATOR: NESPRESSO'S SURPRISE BRAND ACTIVATION
In the world of experiential marketing, the bar for innovation is constantly being raised. Brands are continually seeking novel ways to engage their audiences, leaving a lasting impression that goes beyond traditional advertising. Nespresso, renowned for its commitment to quality and luxury in the coffee industry, embarked on a journey to surprise its customers in a truly unexpected setting – inside an elevator! Known for pushing the boundaries of creativity, our team at Wizard Studios brewed up some magic and transformed mundane elevator rides into memorable coffee experiences. Keep reading to see how we brought Invisible North’s design to life for Nespresso’s Vertuo Pop Café!
INSPIRATION BEHIND THE CONCEPT
According to Nespresso’s Marketing Director, Stephen Kill, The inspiration behind this unique concept was to celebrate the Nespresso Vertuo Pop machine with their campaign ‘There’s Always Room for Great Coffee. Nespresso aimed to highlight the capabilities of its tiniest coffee maker and emphasize the idea that even in a small space like an elevator, one can enjoy exceptional coffee. This concept perfectly encapsulates Nespresso's ethos of elevating everyday moments with unparalleled quality. Read more about Nespresso’s exciting concept here!
COLLABORATIVE INNOVATION
Collaboration was key to ensuring the success of this project. Ziporen Hazum, Project Manager at Wizard Studios, explains, “Wizard Studios worked closely with Nespresso, Invisible North, and nmbl to bring the vision to life and ensure the brand's essence was effectively conveyed.” Hazum says, “The design went through many iterations, discussing different materials, finishes, prints, and more, to achieve the biggest impact on visitors." This collaborative effort ensured that every element of the pop-up coffee shop resonated with Nespresso's brand identity, from the visual aesthetics to the sensory experience.
CREATIVE ELEMENTS
Wizard Studios crafted Invisible North’s design of the elevator coffee shop to captivate and engage riders. Hazum highlights some of the creative elements that were incorporated into the design: “The interior of the elevator was transformed into a cozy café setting, complete with stylish furniture, ambient lighting, and Nespresso branding elements. Additionally, the interior design borrowed from the Nespresso elements and incorporated them into the design; the mirrored globes were a direct reference to the shape of the coffee capsules, the pink color was the machine's Panton color, and the curved mirror imitated the curved of the machine.” A professional barista was positioned within the elevator to craft Nespresso's signature drinks, infusing the experience with interactivity and personalization. This attention to detail created a visually stunning and immersive environment for elevator users.
BRINGING THE CONCEPT TO LIFE
Bringing such an inventive brand activation to life required ingenuity and expertise. Hazum shared that it started with testing different materials, paints, finishes, patterns, vinyl prints, and more. Our team searched for creative and budget-friendly solutions that ensured everything looked luxurious and high-end, much like the Nespresso brand. “We also tested operating two coffee machines and a milk frother inside the elevator using batteries hidden inside the table so that the experience could run smoothly, independently from the elevator's power supply.”
The focal point of this activation centered around the curved table. Our team of skilled artisans leveraged our expertise in custom builds and fabrication to craft a surprise element intended to intrigue and charm elevator users. “By seamlessly integrating the pop-up coffee shop into the daily commute experience, we ensured that it would stand out and leave a lasting impression on passengers.”
THE IMPACT
The impact of the Nespresso pop-up café was immediate and overwhelmingly positive, Hazum recalls, with many expressing their joyful surprise by the unexpected and elevated coffee experience. “Even during the installation day, passersby stopped and watched with awe as the elevator transformed.”
This activation not only elevated the daily commute but also reinforced Nespresso's brand image as the leader of premium coffee experiences. “Nespresso also expressed satisfaction with the activation, noting that it successfully showcased their Vertuo Pop machine and reinforced their brand message of excellence and innovation.”
Wizard Studios stands out as a leader in innovation and creativity. As Hazum aptly puts it, "Wizard Studios aims to exceed expectations in every project we do, and we are committed to excellence and collaboration. Understanding the client's vision, needs, and must-haves helps us participate in those conversations and bring relevant input that can spark ideas or calls to action that will better the experience." For those seeking to elevate their brand activations to new heights, Wizard Studios offers unparalleled expertise and creativity. Reach out to Wizard Studios today and let us transform your vision into reality!