Cannes Lions

NESPRESSO LATTISSIMA PREMIUM

WINcommunication, Aaachen / NESPRESSO / 2010

Awards:

1 Shortlisted Cannes Lions
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Overview

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Overview

Description

30 meters of display windows - 300 work hours - 40,000 Nespresso capsules!In the fall of 2009 the design team created a presentation of the entire product range for Nespresso machines, highlighting the newest design, "Lattissima Premium". The show took place in over 30 meters of display windows, including the facades, of the department store Karstadt in Hamburg's Mönckebergstrasse. The result was 30 meters of unparalleled brand and product presentation - six 3-dimensional sculptures which underscore the sophisticated aesthetics of the Nespresso machines with a stylishness reduced to its essential elements.

Execution

Many hours of conceptual preparations and a long list of creative suggestions led to the decision to mount an elaborate 3-dimensional display which would underscore the sophisticated aesthetics of the Nespresso machines with a stylishness reduced to its essential elements. For this purpose, a laser technology was developed which made it possible to position 40,000 Nespresso capsules so precisely that passersby would recognize forms such as the Nespresso logo, an espresso cup or a coffee capsule, seemingly hovering weightless in the air. The capsules were prepared by hand and mounted on nylon strands.

Outcome

The project was a success, the goals achieved: the windows were the perfect eye catchers for Nespresso and led to a sizeable jump in demand for the coffee machines, according to Karstadt. Originally planned for a 3-week run, the display was extended to a full month. In all, it was a highly successful product launch and brand presentation, which exceeded all expectations.

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