Nespresso's 'Creatista' Popup Boasts Instagrammable Elements
Jana Pijak — January 14, 2017 — Art & Design
References: applianceretailer.au & thedesignchaser
Nespresso's 'Creatista' popup opened its doors in Auckland's Ponsonby neigborhood this past November and was a space that fused creativity and fresh-tasting coffee. The luxury coffee brand teamed up with The Design Chaser founder Michelle Halford, a writer and interior stylist who handpicked each furniture piece and accessory inside.
Targeting New Zealand's Millennial influencer crowd, the space featured elegantly modern touches and a statement chalkboard wall that was located directly behind the cafe's serving station. The mural appropriately read "create art," and was the ideal backdrop for Halford's chic design accents which ranged from netted pendant lights to cozy seating.
Additionally, the design expert opted for minimalist artwork and filled the cafe with finishing touches like Instagram-friendly planters and candles that gave it a more comfortable and residential feel. Furthermore, the space featured hand-illustrated sketches of Nespresso's newest Creatista brewing machine as well as #CreatistaBarista social media signage that encouraged online engagement from visitors.
Targeting New Zealand's Millennial influencer crowd, the space featured elegantly modern touches and a statement chalkboard wall that was located directly behind the cafe's serving station. The mural appropriately read "create art," and was the ideal backdrop for Halford's chic design accents which ranged from netted pendant lights to cozy seating.
Additionally, the design expert opted for minimalist artwork and filled the cafe with finishing touches like Instagram-friendly planters and candles that gave it a more comfortable and residential feel. Furthermore, the space featured hand-illustrated sketches of Nespresso's newest Creatista brewing machine as well as #CreatistaBarista social media signage that encouraged online engagement from visitors.
Trend Themes
1. Influencer Marketing - Using influencer-approved cafes as a marketing strategy to target millennials and create Instagrammable spaces for online engagement.
2. Experiential Design - Creating pop-up cafes that fuse creativity and fresh-tasting coffee with elegant, modern touches and comfortable residential ambiance.
3. Social Media Engagement - Incorporating social media signage and hashtags to encourage online engagement and interaction with the cafe's brand.
Industry Implications
1. Coffee - Coffee industry can leverage influencer marketing and experiential design to create unique and engaging coffee shop experiences.
2. Hospitality - Hospitality industry can explore the trend of influencer-approved cafes and incorporate social media signage to enhance customer engagement and create memorable experiences.
3. Interior Design - Interior design industry can collaborate with coffee brands to create visually appealing and Instagrammable spaces for pop-up cafes, targeting the influencer crowd.
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