Sunday, December 16, 2007

Nespresso on the Champs-Elysées: a well prepared launch


I was suprised by how detail oriented was prepared the launch of the new store of Nespresso on the Champs-Elysées... I guess it is the mentality to adopt in luxury oriented entities, but how many sites in construction do we see only a neutral wooded wall separating us from the future profit center?

Here the design is very sophisticated with cups in 3 dimensions. In addition, the date of the launch is first vague (the season) and then there is a count down (the last picture is more recent) - just like for a movie. Finaly, all the other addresses of Nespresso in Paris are written to generate leads - while this flagship store is in construction. Great marketing!