Emotive wins competitive pitch.
Nespresso Australia is launching the Vertuo Morning World, an immersive experience created and produced via independent creative company Emotive.
Created to celebrate the launch of the new Vertuo Up machine, the activation transforms the Nespresso Lab into an endless morning world.
The space is inspired by Nespresso’s latest Vertuo World “What Else?” campaign, featuring global ambassador Dua Lipa, which invites people to explore endless coffee worlds with Vertuo.
Nespresso has collaborated with bakery Sundays Bondi to create a custom menu of Vertuo coffee recipes and a limited edition banana bread scroll.
The menu includes a Strawberry & White Chocolate Cloud Iced Latte, a Salted Maple Banana Bread Mont Blanc and a Spicy Honey Butter Latte.
“With Vertuo World, we’re responding to a clear shift in the category from habit to exploration,” said Nespresso senior manager, brand, communications and sustainability marketing, Burcu De La Cruz.
“Today’s consumer, especially the younger coffee lover, is seeking variety, creativity and personalisation.
“Our strategy is to lead that change by showcasing the versatility of Vertuo and redefining coffee as an experience with endless possibilities, beyond a fixed daily routine.”
Nespresso is hosting creators such as Sarah Ellen, Guy Vadas, Erin Holland and Sopha Dopha in the space and media partners such as Shameless Media will host intimate events for their audiences.
The activation runs across select dates at The Nespresso Lab, Pitt Street Sydney from May 30.
“The opportunity wasn’t just to create an activation Nespresso fans wanted to visit,” said Emotive’s head of earned, Jessica Cluff.
“It was to bring ‘What Else?’ to life to a whole new audience. Partnering with Sundays allowed us to tap into this younger, more exploratory coffee culture that’s happening.
“For these guys, coffee is about more than habit or a flavour, it’s about ritual and social expression. We wanted to create a world where Nespresso could participate and share in that.”
