‘Caffè’ in Italian and ‘kaffe’ in Swedish—both terms embody the ritual and joy of coffee. In Stockholm, Nespresso’s Vertuo World pop-up epitomized this blend of cultures by capturing Sweden’s fika and Italy’s espresso-bar traditions.
Known for its role in home rituals, Nespresso ventures into a more expressive realm with its new Vertuo Up machine and Vertuo World campaign. The brand transformed Francesco, a renowned Italian eatery in Södermalm, into a pop-up café. This location, celebrated for its young and culturally active crowd, was perfect for showcasing coffee as a lifestyle experience.
A Design-Forward Coffee Journey
The pop-up linked Vertuo World’s global campaign theme—that each coffee cup unveils a new world—into a local design-centric experience. With influences from diverse settings touching cultures and times, from New York to Italy, the campaign invites curiosity and creativity, encouraging a departure from routine.
Explore how Studiopepe infused Milan’s Palazzo Castiglioni with Spanish interior innovation, blending cultures much like this pop-up.
Stockholm’s activation transformed Francesco with earthy greens and purples, resonating with Nespresso’s rebranding. Luxe materials and Louis Poulsen lighting integrated Scandinavian design without altering the café’s core, showcasing transformation through detail and ambiance.
Culinary Innovations at Francesco
The menu echoed this theme. Francesco’s chef brought Southern Italian flair to an exclusive iced pistachio coffee, mixing Nespresso coffee with pistachio cream, ice, whipped cream, and pistachio grains. This refreshing drink, alongside custom maritozzi, became key elements of the pop-up’s appeal.
“It’s more than just a campaign; it’s a new coffee experience proposition. We aim to inspire creativity in personal coffee moments,” noted Petra Dahlman, Nespresso’s Nordic Marketing Director.
Shifting Coffee Culture in Scandinavia
In a region where over 80% of adults drink coffee daily, Nespresso recognizes shifting habits. Younger generations embrace iced coffee, leisurely mornings, and community-focused routines. Vertuo World positions coffee as an experience teetering between familiarity and innovation.
Featuring Francesco’s Iced Pistachio Coffee:
Ingredients:
- 1 tablespoon pistachio cream
- 1 double Nespresso Intenso
- 1 cup milk
- 5 ice cubes
- 1 tablespoon whipped cream
- 1 teaspoon pistachio grains
Procedure:
- Brew the double Nespresso Intenso.
- Blend pistachio cream with the coffee until smooth.
- Add ice and milk, then top with whipped cream and pistachio grains.
This drink embodies the concept: indulgent, layered, designed for both tasting and sharing.
Photography by Grand Relations. Recipe by Francesco Giudice, founder of Francesco.
Sources & Links
Source: design-milk.com