Beverage as art

Over the Easter break, I happened to pass the Nespresso store in London’s Regent Street. It was a revelation.

Here the brand has been transformed into art as well as experience.

Each wall seemed to have turned capsules, cartons, machines and processes into exhibition – geometric and artistic, with contrasts of dark and light.

The other characteristic that caught my eye was customisation. There was a queue for members to sample new flavours. And there was a promotion for personalising your own machine with ‘Pixie Clip’ coloured sides, similar to mobile phone cases.

The place was packed. All as designed.