The REDvolution Sensperiences represents a physical environment and activities that act on all 5 human senses to emotionally bond with consumers. It is not only a place that fosters exchanges and discoveries but also a place to consume the product itself, a reflection of everything the brand stands for, that promotes brand advocacy.
6 months after its opening in February 2015, in the heart of Tokyo’s student quarter, Nescafé Harajaku is already part of the top 5 Tokyoite coffee shops according to Tripadvisor.
The same can be said about the 600 m2 Seoul flagship that opened in November 2015. It perfectly embodies the values imagined by CBA for the brand: the 3 thematic floors (Interactivity – Lounge – Festivity) are associated with a glass façade for an Ice Cube effect, and give to Nescafé a strong footprint in the trendy quarters of the Korean capital city.
The different spaces and the culinary, recreational, connected and interactive activities are made to welcome the young Korean population all day long, specifically used to live in this kind of coffee shops as they often lack of private space. The environment of the Nescafé’s points of sale allow to live a different experience at each visit, and strengthen at the same time the product and leisure offer of the brand on its own market.