Nespresso: The Aromatic World of Grand Cru
Either you have it or you don’t. And the Nespresso brand apparently has it, that certain something that sets them apart from the competition. But what exactly is it that has brought the Swiss luxury brand from the Nestlé Group such success? Is it the products themselves, or is there something else behind it? Our foray through “living spaces” such as the coffee house couldn’t ignore a brand in the world of caffeine like that of Nespresso.A few minutes ago she was still in a hectic supermarket, now Sandra steps into the Nespresso Lounge. At least the store seems to be a lounge – stylish, select, soft lighting, muted soundscapes. High-quality inventory, luxurious design and an exclusive ambiance welcome her into the world of Nespresso. Viewed objectively, all they are selling are small colourful capsules with a little powder in them and a line of special technical devices – yet nevertheless, a special aura fills the room and envelops the customer like the aroma of coffee that floats in the air.
"Nespresso, what else?"
Who doesn’t know this line from sexy George Clooney or divine John Malkovich? Lifestyle, exclusivity and pleasure – the advertising aims to convey this, refined with charm and a wink of self-mockery. Exclusivity – the consumer learns here – is not just reserved for the stars in the TV spot; their little vanities are humorously undermined. And yet the brand thrives to a good extent on precisely these ingredients.
There are many reasons why a brand is strong. One sign could be when the brand turns up in cabaret programmes ;) Nespresso has managed even that, and it doesn’t hurt it at all. Quite the opposite – the likeability factor grows.
So this leads us to surmise that success doesn’t just depend on the product itself, but also on its presentation. Or in other words, it isn’t just coffee that’s being sold here; it’s an attitude towards life. Why else would someone take a detour to find a boutique store to buy portioned capsules, although it would be a lot easier – and a lot cheaper – to buy coffee with everything else in the supermarket. It’s the flair that adheres to this convenience product and makes the emotional components even more crucial. Of course there are the stylish coffee machines – a total of 41 different models now – that increase the temptation to dive in; style, design and a whiff of exclusivity attract the customers.
The idea of "Nespresso Clubs" reinforces the idea of exclusivity, of a close community – on the homepage, this is advertised with the well-chosen words, "The Nespresso Club brings together coffee connoisseurs around a gourmet coffee lifestyle." People immediately feel special. We can’t say for certain that this is why over seven million people have become Club members. Maybe the customer service and the ability to order capsules online also play a part.
Bold Design:
Nestlé Nespresso SA, pioneer and market leader in the top-quality league of portioned premium coffee providers, employs over 4,500 people, over 70 per cent (!) of which have direct contact with customers. Since it was founded in 1986, the company has experienced record growth, selling over 20.4 billion coffee capsules and 12 million coffee machines in over 50 countries. At the end of 2010, Nespresso owned over 220 boutiques – recently, perfectly designed flagship stores were opened in Brussels, Miami, SoHo New York, Munich and Sydney.
In view of this success, which is based on a perfectly and consistently executed corporate design, it seems audacious to experiment with the design. Yet this is precisely what Nespresso is doing – at least to a certain extent and for a certain period of time. About one year ago, the brand created a connection between enjoying coffee and contemporary art under the name "N-Art". According to Nespresso, N-Art is meant to unite the pillars of the brand – top quality coffee, continuous further development and outstanding design – with an artistic reinterpretation. To this end, an artist, designer or design school will be selected each year. They are invited to implement their interpretive visions of the Nespresso brand. There are no stylistic limits; creativity is given free rein. The artists design shop windows and boutique interiors, among other things. And they create the design of a strictly limited product edition.
Once upon a time …
Did you know that the 16 Grand Crus are actually princesses that were once sent away to spread their aroma and love throughout the world? At least that’s how it’s told in the fairy tale that Indian fashion designer and N-Art artist Manish Arora tells.
These princesses, dressed in expensive robes made of extraordinary fabrics and Nespresso capsules, went on a journey throughout the world and encountered astonished visitors at Nespresso boutiques. Windows and interiors werere transformed into colourful, scintillating, zestful, playful worlds. Traditional and modern elements came together here in a flamboyant and innovative mix. The princesses travelled through glittering scenery in which the symbols of different countries, such as the Eiffel Tower, Big Ben and the Statue of Liberty, were thrown together with motley vibrance. The figures could be found in "haute couture" displays and in-store animations, they decorated display cases and their pedestals. The hip Indian fashion designer’s design can also be found on a Nespresso machine, and her 16 princess costumes were even presented in a fashion show.
The cooperation between the "Best Indian Fashion Designer" – a title that Manish Arora won in 2006 – and Nespresso is founded on a shared passion for unmistakable design. As different as the design languages may be, their collision and interaction has become very interesting.
It’s exciting to wonder who the next artists will be to reinterpret the Nespresso brand. There’s certainly going to be a lot of media attention.
Ronnie Sambor
Brigitte Schedl-Richter
Photos:Nespresso
