ENTER THE VAULT☕
ROLE: CREATIVE STRATEGY, COPYWRITING
The Challenge
Nespresso had strong product credibility, but low emotional resonance. The brand needed to show up in culture not as a luxury or appliance, but as a feeling people could connect with. I was tasked with developing a strategy that positioned Nespresso as essential to the modern morning routine.
The Solution
We created Enter the Vault, a gilded installation in Grand Central Station timed with peak commuter hours. Built as a counter to chaos, the experience reimagined the coffee ritual as a personal treasure. From velvet interiors to personalized brews, it reminded New Yorkers that some moments are worth slowing down for (and Nespresso is one of them).