Nespresso Consulting: The web app for the launch of the new Nespresso U
In the world of coffee, uniqueness and customization are key. So, to launch and showcase the essence of the new Nespresso U machine, Nespresso Italiana wanted to go beyond the traditional promotional event.
This is how a nationwide initiative was born, involving Milan, Turin, and Rome , with interactive urban installations and an experiential competition centered on the concept of “Only U”: only you, only for you.
To represent these values, I was involved in a special consultancy for the design of the main prize : a personalized haute cuisine experience, delivered directly to the winner’s home . It was a project I oversaw down to the last detail, from menu design to coordinating the team of chefs.
The Nespresso Only U competition: how it works
From September 27th to October 18th, six large U-shaped installations were set up in selected squares in Milan and Turin. Visitors could participate in the contest by playing on an iPad: by typing the word “only” before the “U,” a graphological analysis of their handwriting would be activated, and in return, they would receive a postcard to validate at Nespresso boutiques.
Personalization was at the heart of everything: a visual and symbolic game that combined design, psychology, and digital engagement.
The Award: Private Chef in Milan and Turin
The rewarding experience was a home chef service for two people , divided into six types of menus designed to reflect different sensory and taste profiles:
- Hedonist Menu
- Masterchef Menu
- Healthy Menu
- Gourmet Menu
- Globetrotter Menu
Each menu has been designed to offer an intimate and tailor-made dinner, interpreting the diverse nuances of contemporary taste. A true gastronomic treat, cooked directly at the winners’ homes, on dates selected by the winners, by a team of professional chefs.
An initiative that successfully merged the world of coffee with that of a tailor-made culinary experience. Because today, simply having a good product isn’t enough: you need to convey it through genuine, tailor-made emotions.
Good luck and see you soon!
Stefania
