CAMPAIGN: The Vault
CLIENT: Nespresso
AGENCY: Invisible North
The Vault: How Nespresso Brewed Golden Results at Grand Central
The Brief
A Heist Worth Waking Up For
To bring its cinematic “Heist” campaign into the real world, Nespresso tapped Invisible North to stage a dramatic reveal in one of New York’s busiest landmarks. The mission: craft an immersive experience that celebrates coffee rituals, drives product understanding, and turns daily commuters into brand believers.
Tension Spark
Luxury That Feels Intimidating Isn’t Luxury at All
Despite Nespresso’s premium reputation, many still saw it as a “special occasion” coffee — not an everyday staple. In a rush-and-go world like Grand Central, we saw an unlock: slow people down just long enough for a sip, we could reframe Nespresso as a richly delicious daily treasure worth savoring.
Activation Elements
A Morning Treasure Hidden in Plain Sight
We transformed Vanderbilt Hall into The Vault by Nespresso — a multi-sensory takeover featuring a: sleek, mirrored fabrication, a glowing tasting bar, and a dramatic vault door. Inside, guests discovered product capsules displayed like gems in jewel box cases, luxe lounge moments, and personalized barista-led demos. These one-on-one interactions helped boost confidence using the Vertuo machine — showing just how effortless it is to enjoy café-quality coffee at home.
To extend the experience beyond the terminal, we produced two distinct 60-second social films. Editorial-style photography accompanied the content, capturing the richness of the space and elevating everyday commuters through a lifestyle-forward lens.
Impact
A Brand Experience Worth Waking Up For
With high dwell time, product confidence, and cultural buzz – The Vault struck gold.
- 14.5K samples distributed in 3 days
- 244K+ Nespresso-owned social impressions
- 80% said it was easy — proof that Nespresso’s luxury doesn’t come with a learning curve
- 82% walked away convinced: this isn’t just coffee — it’s a better start to the day
Testimonial
We believe that tasting is believing. Building on the theme from our recent George Clooney and Eva Longoria commercial, we partnered with Invisible North to create The Vault which playfully showcases Nespresso capsules as precious jewels that get stolen. Together we were able to capture the magic of a Nespresso morning ritual in one of the country’s biggest morning commute destinations.
—Ricardo Ibarra Martinez, Senior Brand Manager, Nespresso
