Creating memorable experiences: the most desired strategy

05/05/2024

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Creating memorable experiences: the most desired strategy

Luxury and retail, two sectors in constant transformation, come together in a unique proposal. Their main objective: to surprise their audiences by creating experiences that combine customers’ tastes and preferences with the brand’s purpose.

★★★★★ 4.5/5

Constant reinvention is a trend in the luxury sector; creativity never stops, and brands are investing in innovative projects.

What is the current brand activation?

The personalisation by brands of spaces or businesses with which they initially have no relation. For example, a café. Enjoying a coffee in a pleasant and comfortable environment has become one of the most common practices among customers. Whether alone or in company, seeking moments of peace and tranquillity amidst daily hustle and bustle is a shared desire for many.

When a brand seeks to enhance the customer experience, it is crucial to understand what the customer truly wants. Identifying those moments of pleasure becomes an opportunity for the brand. This is how the idea of creating the experience of having a good coffee in spaces imbued with the brand’s identity and purpose arises.

Retail strategy and design in experience creation

Exploring this new trend is a good option, but you must consider several factors. You need to have clear objectives, define your audiences, understand the behaviour and customs of the city where you want to promote yourself, know the season of the year, the budget, etc.

A novel option creating memorable experiences

Personalised food trucks, also known as “fulltracks,” have become fashionable. Recently, there has not been a major fashion event without these branded mobile cafés located on the street.

Gucci, for example, during Fashion Week in New York, placed this elegant and sober pop-up right in front of its boutique. The proposal offered freshly brewed espresso, accompanied by tulips and postcards, to immortalise the experience.

With an iconic 1962 Airstream in Gucci’s classic anchor red, it was undoubtedly a display of elegance and a unique experience. Additionally, this space was used to generate buzz with influencers who enjoyed and shared every detail of the pop-up with their communities.

To celebrate the launch of the new travel line “Toile Marbeuf”, Berluti partnered with the luxurious pastry house, Pasticceria Cova, to offer a different experience for their customers. Specially dressed for the occasion, the Berluti x Cova coffee truck made a stop at the historic and emblematic Jardin d’Acclimatation to offer coffee to Parisians and travellers. A different approach, where every detail was carefully planned to offer an inspiring experience.

Coffee & Press: the luxury brands' kiosk

Digitalisation has transformed how we consume content, but there is still value in certain physical items, such as paper magazines. And if we add coffee to the experience, good results are guaranteed.

A temporary café, created especially by Jil Sander, installed under the canopy of “Selfridges Duke Street”. Inspired by the modernist design that defines Jil Sander stores, the kiosk reflects a minimalist, geometric, and monochromatic aesthetic. Customers enjoyed a journey back in time, accompanied by an exclusive selection of collector’s magazines and great coffee.

Brands collaborating to co-create

What better way to understand that two brands together can do much more for the customer? On one side, Good Coffee, and on the other, the luxury brand Valentino. Good Coffee are experts in creating actions for brands using the cafés they have in many city centres.

Valentino, to promote its “Pink PP” collection, thought of Good Coffee to take communication to another level. One of its renowned cafés in the centre of Madrid was dressed in the brand’s intense pink. The decoration, packaging, and staff uniforms all exuded the brand. Additionally, visitors enjoyed free coffee while taking photos in a specially created photobooth for the occasion.

Standing out with disruptive events

We have become accustomed to evening and nighttime events when it comes to point-of-sale advertising. But to break from the norm, daytime events emerge, blending into the everyday and becoming part of daily activities, thanks to the widely used Pop-Ups.

Hermès, for example, demonstrated this by setting up a kiosk with coffee, magazines, and flowers. Hermès created this brand action, crafting a unique experience—a “perfect morning” where no ingredient was missing to achieve their goal. Moreover, the pop-up design immerses the spectator in the brand’s image, using the iconic brand colour and logo in every detail.

After seeing these elegant, different, and unique brand activations, what more do you need to know that coffee is the missing ingredient if you want to create a warm and personalised customer experience?

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