Nespresso Pushes New Machine With Los Angeles Chefs and Flash Mob
It's been a big couple weeks for coffee machine launches from Nestlé brands. After Nespresso launched its Pixie machine in New York, the brand brought a version of the event to the West Coast for an event at Williams-Sonoma in Beverly Hills on Thursday—which happened to be the same day on which Nescafé hosted an unrelated event to launch its Dolce Gusto machines in West Hollywood.
The local Pixie event brought pops of bright color, coffee-infused dishes from local chefs, and a flash mob to fete the small machine at the Williams-Sonoma space, the only place it is sold. Nespresso vice president of events Michelle McFaul and marketing director Jennifer Lally tapped Mia Choi and Sneha Bhatia of MAS Event & Design for the creative and production elements.
The MAS team took inspiration from the branding and colors of the Pixie machine. Instead of redesigning the shop and its existing fixtures, they relied on elements that could be added for branding. This entailed creating window displays with the machines and oversize versions of the coffee capsules, matching a three-dimensional Pixie and Nespresso sign to the Williams-Sonoma's glass awning, enclosing the cashier area and registers with branded covers, and adorning the facade with circular decals in the colors of the new machine. A Pixie-blue carpet with branded podiums adorned with Pixie machines served as the entryway.
Inside, Nespresso reps showcased the Grand Crus coffee blends available for the machine. Chef John DeLucie of the Lion, Gavin Mills from Wood & Vine, and Sharon Wang of Bouchon Bakery crafted dishes inspired by and made with Nespresso blends. DeLucie's offering was gravlax cured with the "rosabaya de Colombia" espresso and served with crème fraîche, shaved baby vegetables, and pumpernickel croutons. Wang mimicked a cup of coffee with a fromage blanc parfait using "fortissio lungo" syrup and foam. For sweets, Wang prepared Nespresso Arpeggio cream-filled beignets, and Monica Lomenzo of the Williams-Sonoma Kitchen whipped up Nespresso-glazed brownies.
The night ended with a dancing flash mob in colorful bowler hats, an animated video presentation about the Pixie, and a speech from Nespresso and Williams-Sonoma executives.
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