Nespresso
Year
Services:
Art Direction
Graphic Design
Web Design
Events & Experiential
Retail Design
Branding
Packaging Design
In early 2023, I collaborated with Nespresso on the Vertuo Pop campaign. The Nespresso Pop is a small and colorful machine capable of brewing Vertuo line capsules. As a Lead designer for this campaign, I was in charge of creating retail window designs for 23 stores across the country. As part of my responsibilities, I collaborated with my team to develop campaign concepts, worked with Nespresso to capture the essence of the campaign, and coordinated with a production company to execute the designs. We focused on developing a design concept that aims to create a personalized and colorful space, which we call a "nook", within our customers' homes. Our goal was to draw attention to the machine's environment. To achieve this, we adopted a consistent archway design that encapsulates these personalized spaces. To give you a better idea, here are some examples of the designs in the Soho Flagship store. Below are the final shots of the SoHo store showcase shelf displays, buildouts with the machine that showcases the nook, and vinyl-wrapped windows. In addition to the retail windows, we also designed the elevator, stairwell, and coffee bar.
Role: Title @ Agency | Collaborators: Name Here
01 Background
The design process began with Soho, the most expansive location, which served as the foundation for translating the overall concept. Once the Soho design was finalized, the approach was adapted and implemented across 22 additional stores. Understanding the nuances of each space was essential to ensuring a consistent yet contextually relevant execution. For the various color-themed nooks, products were carefully sourced to align with the visual identity of each space. The blue nook, designed as a kitchen, featured curated blue objects, coordinating countertop finishes, and a complementary backsplash. The yellow nook, styled as an office, incorporated warm wood tones, lamps, and books in a cohesive palette. The red nook, reserved for flagship locations, served as a living room vignette with a wood dresser and vibrant red accents. Below is a breakdown of the design process for the Soho store—from initial sketches to 3D renders to the final build—a workflow replicated across each location.
02 Process
The entire project spanned two and a half months from start to finish. In addition to the retail windows, we developed ads, videos, and collateral to support the launch of the new machines. The campaign extended into summer 2023 with the release of new colors and a series of activations promoting the Pop. The campaign drove a 30% increase in foot traffic across key locations and contributed to a notable lift in machine sales, particularly in flagship stores. Below is the Beverly Hills store, where only the blue nook was featured—on the right is the original concept, and on the left is the final execution.