Nespresso Markets New Pixie Machine With Top Chefs, Colorful Details

Anna Sekula
March 25, 2011

Nespresso's marketing strategies have always been a little whimsical and creative, using colorful capsules to decorate pop-up cafés and incorporating coffee blends in the food served at events. The Tuesday night launch for its new Pixie machine was no different, as the Nestlé-owned brand flaunted its new pint-size espresso machine with pops of color, coffee-infused dishes from local chefs, and other playful ideas. The Pixie is currently only sold at Williams-Sonoma, and so to celebrate the partnership, Nespresso held the event inside the kitchen and housewares store at the Time Warner Center.

To handle the creative and production elements of the event, Nespresso's vice president of events Michelle McFaul and marketing director Jennifer Lally tapped Mia Choi and Sneha Bhatia of MAS Event & Design (formerly known as Production 911), who took inspiration from the branding and colors of the Pixie machine.

The team looked to avoid redesigning the shop and its existing fixtures, and so relied mainly on elements that could be added to give the space some Nespresso 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 one on the store's glass awning; enclosing the cashier area and registers with branded covers; and adorning the facade with a trail of circular decals in the colors of the new machine. MAS Event & Design even parked a group of Pixie-branded Smart cars at the Columbus Circle entrance and built a tented carpet leading from the street entrance to the store.

The focus inside Williams-Sonoma was the coffee and machines, with Nespresso reps showcasing the Grand Crus coffee blends available for the machine and Stephen Asprinio, Nespresso U.S.A. coffee sommelier and former Top Chef contestant, presenting a coffee and wine pairing. For nibbles, chef John DeLucie of the Lion and the Bouchon Bakery's pastry chef Sebastien Rouxel 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. Rouxel mimicked a cup of coffee with a fromage blanc parfait using "fortissio lungo" syrup and foam.

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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Photo: Courtesy of MAS Event + Design
A bright blue carpet led guests from the street into the store inside the mall. MAS Event & Design used this section for branding, decorating it with the new machine from Nespresso and staffing it with girls in key brand colors.
A bright blue carpet led guests from the street into the store inside the mall. MAS Event & Design used this section for branding, decorating it with the new machine from Nespresso and staffing it with girls in key brand colors.
Photo: Courtesy of MAS Event + Design
Rather than covering existing Williams-Sonoma signage, the event's creative team created a co-branded look by adding details like a Pixie sign, decals, and window displays.
Rather than covering existing Williams-Sonoma signage, the event's creative team created a co-branded look by adding details like a Pixie sign, decals, and window displays.
Photo: Courtesy of MAS Event + Design
Emblazoned with the Pixie tagline 'More Than You See,' a fleet of Smart cars parked at Columbus Circle drew attention from passersby and played up the whimsical style of Nespresso's new machine.
Emblazoned with the Pixie tagline "More Than You See," a fleet of Smart cars parked at Columbus Circle drew attention from passersby and played up the whimsical style of Nespresso's new machine.
Photo: Courtesy of MAS Event + Design
Small, lightweight, and energy-efficient, the Pixie machines come in six different bright hues, a palette MAS Event & Design employed throughout the event.
Small, lightweight, and energy-efficient, the Pixie machines come in six different bright hues, a palette MAS Event & Design employed throughout the event.
Photo: Courtesy of MAS Event + Design
The capsules used in the coffee machine are also colorful and were used in the displays at the event.
The capsules used in the coffee machine are also colorful and were used in the displays at the event.
Photo: Courtesy of MAS Event + Design
Small details, such as the color of waitstaff ties and the ingredients in the cocktails, all brought out the product and its branding in a subtle way.
Small details, such as the color of waitstaff ties and the ingredients in the cocktails, all brought out the product and its branding in a subtle way.
Photo: Courtesy of MAS Event + Design
Coffee was infused into the food served at the event, in dishes created by John DeLucie and the Bouchon Bakery (pictured). Williams-Sonoma even had its own chefs create cake versions of the machines for display at the event.
Coffee was infused into the food served at the event, in dishes created by John DeLucie and the Bouchon Bakery (pictured). Williams-Sonoma even had its own chefs create cake versions of the machines for display at the event.
Photo: Courtesy of MAS Event + Design
Nespresso's coffee sommelier Stephen Asprinio guided guests through a pairing of Jean Foillard's 2007 Fleurie Beaujolais Cru and Nespresso's 'onirio' blend.
Nespresso's coffee sommelier Stephen Asprinio guided guests through a pairing of Jean Foillard's 2007 Fleurie Beaujolais Cru and Nespresso's "onirio" blend.
Photo: Courtesy of MAS Event + Design
Smilebooth provided a photo area for guests, encouraging participants to pose with the machine and playful props like feather dusters, whisks, and plastic carrots, grapes, and lettuce.
Smilebooth provided a photo area for guests, encouraging participants to pose with the machine and playful props like feather dusters, whisks, and plastic carrots, grapes, and lettuce.
Photo: Courtesy of MAS Event + Design
Obscura Digital projected the animated presentation video onto the store ceiling's dome.
Obscura Digital projected the animated presentation video onto the store ceiling's dome.
Photo: Courtesy of MAS Event + Design
MAS also brought in a large projection screen and pop-up stage for the executive presentation.
MAS also brought in a large projection screen and pop-up stage for the executive presentation.
Photo: Courtesy of MAS Event + Design
Posing as guests, dancers in hats of Pixie machine colors formed a flash mob during the event.
Posing as guests, dancers in hats of Pixie machine colors formed a flash mob during the event.
Photo: Courtesy of MAS Event + Design
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