Nespresso Partners With Viral Bakery, Sundays Bondi, To Launch An Endless Morning World, Via Emotive.

Marking the first major campaign since Emotive’s appointment to the Nespresso Australia account following a competitive pitch.

As younger consumers increasingly embrace coffee as a form of experimentation, ritual and self-expression, Nespresso Australia have launched the Vertuo Morning World, an immersive experience created and produced by independent creative company Emotive. 

Created to celebrate the launch of the new Vertuo Up machine, the activation transforms the Nespresso Lab (on Level 2 of the Nespresso Pitt Street Boutique) into an endless morning world, where it’s always sunrise no matter the time of day outside. 

The space is inspired by Nespresso’s latest Vertuo World “What Else?” campaign, featuring new global ambassador Dua Lipa, which invites people to explore endless coffee worlds with Vertuo. The campaign taps into the growing culture of coffee experimentation and exploration flooding social feeds and café culture globally.

Over 8 weeks, Sydneysiders are being invited to step into one of these worlds and enjoying a slow morning with coffee and breakfast in bed, complete with soft sunrise light over views of the NYC skyline and a newspaper.

Nespresso has collaborated with viral bakery Sundays Bondi to create a custom menu of Vertuo coffee recipes and a limited edition banana bread scroll inspired by slow Sunday mornings in bed.

The menu includes a Strawberry & White Chocolate Cloud Iced Latte, a Salted Maple Banana Bread Mont Blanc and a Spicy Honey Butter Latte, reflecting the growing rise of coffee-inspired recipes engineered as much for culture and conversation as consumption.

Beyond the physical experience, Morning World was conceived as a live social and creator ecosystem, with the space being used as an always-on content environment spanning creators, earned media, PR and social storytelling.

Nespresso is hosting creators such as Sarah Ellen, Guy Vadas, Erin Holland and Sopha Dopha in the space and media partners such as Shameless Media will host intimate events for their audiences (such as this  morning-inspired event hosted by the Styleish podcast) turning the activation into a nationally amplified cultural moment rather than a standalone retail installation.

The campaign was developed through a fully integrated model between Emotive Creative Agency and Emotive Productions, spanning strategy, creative, experiential design, creator collaboration, production and social content capture.

Nespresso Senior Manager, Brand, Communications and Sustainability Marketing, Burcu De La Cruz said: “With Vertuo World, we’re responding to a clear shift in the category from habit to exploration. Today’s consumer, especially the younger coffee lover, is seeking variety, creativity and personalisation. Our strategy is to lead that change by showcasing the versatility of Vertuo and redefining coffee as an experience with endless possibilities, beyond a fixed daily routine.”

Emotive’s Head of Earned, Jessica Cluff said: “The opportunity wasn’t just to create an activation Nespresso fans wanted to visit. It was to bring ‘What Else?’ to life to a whole new audience. Partnering with Sundays allowed us to tap into this younger, more exploratory coffee culture that’s happening. For these guys, coffee is about more than habit or a flavour – it’s about ritual and social expression. We wanted to create a world where Nespresso could participate and share in that.”

The activation runs across select dates at The Nespresso Lab, Pitt Street Sydney from 30 May. Consumers can book complimentary sessions to Morning World through the Nespresso website. Ticketed Coffee & Scroll sessions available, or drop in during Happy Hours (10am – 2pm, Thurs – Fri, 4 June – 18 July) for a complimentary coffee. New tickets are released every Monday at 12pm AEST.