Nespresso creates "enchanting phygital experience for the senses" with Gifts of the Forest campaign
Dezeen promotion: coffee brand Nespresso has enhanced its boutique windows through augmented reality, adding a digital experience to its festive campaign called Gifts of the Forest.
Described by Nespresso as phygital, a combination of physical and digital, the Gifts of the Forest experience is part of Nespresso's Festive For Good campaign.
The creative concept intends to reference the rich biodiversity of rainforests and was developed in collaboration with fashion designer Johanna Ortiz.
Visitors to Nespresso boutiques worldwide will encounter an "extraordinary showcase" using augmented reality (AR) and sound technology.
Rolled out across the globe, the experience sees capsules from the corresponding Gifts of the Forest coffee range displayed alongside intricate paper models which depict parrots nestled amongst tropical foliage and flowers.
With the help of AR technology, the models are activated when shoppers scan a QR code on the store's window – the birds appear to flutter out into the street, and the leaves sprout and spread across the store facade.
German brand and retail experience experts from Liganova took charge of the installation's AR engineering and the campaign’s global roll-out, while the Paris branch of marketing company FutureBrand handled retail conceptualisation.
"Liganova has managed to enhance our storefronts around the world with a unique retail experience on a digital level and provided them with a walk-in activation – not just for a single flagship store, but as a global campaign for boutiques worldwide," said Tiziana Della Croce, global shopper brand experience manager at Nespresso. "This year we are setting new standards with our festive campaign."
The campaign's creative concept is designed to reference the enchanting beauty of forests and their precious environment for coffee to grow. It is also intended as a celebration of the integral role that forests play in the coffee production process.
"This festive season we want to celebrate and share this wonder with Gifts of the Forest," said the brand.
The campaign marks the partnership that Nespresso has launched with Conservation International, which pledges to protect 10 million trees in the Amazon and support coffee farming communities.
The rainforest-inspired artwork was created by Colombian fashion designer Johanna Ortiz, who is also behind the leafy motifs that adorn the trio of coffee capsules in the Gifts of the Forest range: Forest Black, Forest Fruit, and Forest Almond.
"For me, design and nature go hand in hand," said Ortiz. "Colombian coffee also has a truly special place in my heart and as an active supporter in the fight against climate change, knowing that Nespresso is going beyond its agroforestry commitments, it was another huge reason why this collaboration made perfect sense."
Nespresso's Gifts of the Forest is running until the end of January 2022.
To find out more about the brand and its festive collection, visit the Nespresso website.
This article was written by Dezeen for Nespresso as part of a partnership. Find out more about Dezeen partnership content here.