DISPLAY WINDOWS by WINdesign for Nespresso

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DISPLAY WINDOWS

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Industry Air Fresheners, Business equipment & services, Corporate Image
Media Promo & PR
Market Germany
Agency WINdesign
Creative Director Markus Lichte, Ines Jantzen
Released October 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: NESPRESSO DEUTSCHLAND
Product/Service: LATTISSIMA PREMIUM COFFEE MACHINE
Agency: WINdesign
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: WINdesign, Aaachen, GERMANY
General Director/Photographer: Cathrin Jo Ann Wind (Windesign)
General Manger: Luc Bütz (Windesign)
Creative Director: Ines Jantzen (Windesign)
Creative Director: Markus Lichte (Windesign)
Client Services: Tina Neumüller (Windesign)
Architekt: Carsten Röhr (Raumvolumen - Event.architektur)
Objektdesigner: Rolf Rongen
Media placement: Shop Window Display - Hamburg, Karstadt Möckenbergstr - October 2009

Describe the objective of the promotion.
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

Describe how the promotion developed from concept to implementation
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.

Describe the success of the promotion with both client and consumer including some quantifiable results
The project was a success, the goals achieved: the windows were the perfect eyecatchers 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

Explain why the method of promotion was most relevant to the product or service
The 3-dimensional display underscores the sophisticated aesthetics of the Nespresso machines with a stylishness reduced to its essential elements and serves as a perfect eye catchers for passerbys. Furthermore the use of the capsules relates to the Nespresso product range.