The work is the first major campaign since Emotiveʼs appointment to the Nespresso Australia account following a competitive pitch.
Nespresso Australia has launched the Vertuo Morning World, an immersive experience created and produced by Emotive.
The activation transforms the Nespresso Lab on Pitt Street into an “endless morning world”, inspired by Nespresso’s new ‘What Else?’ campaign featuring Dua Lipa.
Last week, Nespresso hosted creators including Sopha Dopha, Sarah Ellen, Guy Vadas and Erin Holland (alongside an ‘influencer’ from B&T).
Over the next two months Sydneysiders are invited to step into one of these worlds and enjoy a slow morning with coffee treats and breakfast in bed, complete with soft sunrise light over views of the New York City skyline and a newspaper.
The salted maple banana bread mont blanc and Nespresso banana bread scroll are well worth the visit!
Nespresso senior manager of brand, communications and sustainability marketing Burcu De La Cruz said the activation talks to a younger audience that likes to explore coffee, with more than 30 different Nespresso blends, including her favourite, the double espresso chiaro.
She said the Dua Lipa ‘What Else?’ campaign (above) has been “incredibly successful” from an interest and engagement perspective, leading to an increase in sales.
“It’s meeting all our expectations and we’ve also got a new media strategy where we’re really trying variety as a global brand and high impact for the launch,” she told B&T.
“So, you’ll see for the first time us on multiple different media avenues that you would not have seen at Nespresso in the past, whether that’s out of home, TV, socials, cinema; they have all combined together to give that high impact.
“With Vertuo World, weʼre responding to a clear shift in the category from habit to exploration. Todayʼs consumer, especially the younger coffee lover, is seeking variety, creativity and personalisation. Our strategy is to lead that change by showcasing the versatility of Vertuo and redefining coffee as an experience with endless possibilities, beyond a fixed daily routine.”
Nespresso head of marketing Michelle Katz, who loves the Nespresso coconut over ice flavour, added: “It is a global first for us to have a permanent activation space. We see the boutique as an espresso clubhouse where people actually want to come and experience the new coffees, and very much our proposition is around a world of exploration.”
Nespresso collaborated with viral bakery Sundays Bondi to create a custom menu of Vertuo coffee recipes and a limited edition banana bread scroll inspired by slow Sunday mornings in bed.
The menu includes a Strawberry & White Chocolate Cloud Iced Latte, a Salted Maple Banana Bread Mont Blanc and a Spicy Honey Butter Latte, reflecting the growing rise of coffee-inspired recipes engineered as much for culture and conversation as consumption.
Emotiveʼs head of earned Jessica Cluff said: “The opportunity wasnʼt just to create an activation Nespresso fans wanted to visit. It was to bring ‘What Else?ʼ to life to a whole new audience.
“Partnering with Sundays allowed us to tap into this younger, more exploratory coffee culture thatʼs happening. For these guys, coffee is about more than habit or a flavour – itʼs about ritual and social expression. We wanted to create a world where Nespresso could participate and share in that.”
Coffee lovers can book complimentary sessions to Morning World through the Nespresso website. Ticketed Coffee & Scroll sessions are available, and must be booked on Monday at midday. Drop in sessions are also available during Happy Hours (10am-2pm, Thursday to Friday between 5 June and 18 July for a complimentary coffee.
Campaign Credits
Client: Nespresso Australia
Creative Agency: Emotive
Production Company: Emotive Productions
