Nespresso
Vertuo Pop Retail Window Designs - 2023
Services:
Art Direction
Retail Window Design
Brand Identity
Experiential Design
Interior 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.
Bringing the Concept to life
I started with Soho, which is the most expansive location, and used it as a starting point to translate the concept. Once Soho was finalized, I completed the other 22 store designs. It was key to understand the unique differences between each location and how this design could be executed consistently throughout. For the different nooks I source products that matched the overall color scheme and space. The blue nook was a kitchen so I picked a variety of blue objects, finishes for the counter top, and backsplash. The yellow nook was office space. I sourced books, lamps, and wood for the desk finish. Lastly, the red nook was for the living room and featured a wood dresser with red decor. This color nook was only featured in their flagship stores. Below I show my process where I first created the sketch, a 3D render, and the final design of the Soho store. This process was done for each of the stores.
The entire project took two and a half months from start to finish. In addition to the retail windows we designed ads, videos, and collateral for the new machines. This campaign stretched into summer of 2023 where they released new colors and did a variety of activations promoting the Pop. Below is the Beverly Hills store where we only featured the blue nook. On the right is the original concept and on the left is the final product.
