NESPRESSO LE SERVICE LIBRE by Futurebrand for Nescafe

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market United Kingdom
Agency Futurebrand
Executive Creative Director Pierre Abel
Released October 2010

Credits & Description

Category: Permanent Retail
Advertiser: NESTLÉ
Product/Service: COFFEE
Date of First Appearance: Nov 1 2010
Executive Creative Director: Pierre Abel (FutureBrand)
Strategy Director: Gauthier Boche (FutureBrand)
Media placement: Retail Environment - Retail Store In Munich - 1st November 2010

Describe the brief from the client
Create a new shopping experience which allows Nespresso to activate flow around the store whilst maintaining the experience in accordance with the Brand values.

Describe the challenges and key objectives
Reinventing the Nespresso concept from self service to free service, making the experience consumer focused and feeding everyone's desires.

Describe how you arrived at the final design
This concept allows you to find the right balance between the art of coffee tasting and shopping. In each store a number of 'free service' spaces were developed to enable people to 'pick up' internet orders as well as have personalised services tailored to their membership profiles of the Nespresso Club, making it easier to access their favourite coffee faster.

Give some indication of how successful the outcome was in the market
A successful launch opening in Munich, so that the concept will now be rolled out to Paris, Barcelona, Frankfurt and London in 2011.