Concept Overview
Our vision was to transform the booth into a living café environment, warm, approachable, and full of energy.
Alongside tasting stations and product demonstration zones, we constructed a dedicated wall designed to be gradually painted throughout the event. Instead of presenting a finished artwork, we left it intentionally blank at the start.
Professional baristas and visual artists collaborated using Nescafé’s brand palette, deep reds, earthy browns, and warm neutrals, to “brew” the artwork layer by layer. Visitors observed how each color interacted, blended, and evolved, echoing the journey of coffee itself: from bean to cup, from raw to refined.
The rest of the booth leaned on tactile materials like wood, textured panels, and matte surfaces to create a relaxed, café-inspired flow. Product lines were grouped intuitively instant, premium blends, specialty offerings so visitors could discover according to taste and lifestyle.
Objectives
To design an engaging and experiential booth for Nescafé at the 2024 Iran Coffee Exhibition, creating an authentic connection between visitors and the brand through sensory exploration, storytelling, and interactive design.
Result
The interactive wall became a highlight of the booth.
Over the course of the exhibition, it transformed from a plain surface into a vibrant, cohesive mural that embodied Nescafé’s brand spirit, creativity, warmth, and everyday joy.
Visitors spent more time engaging, tasting, asking questions, and sharing the evolving artwork on social media. The booth captured attention, amplified brand recall, and successfully positioned Nescafé as not just a beverage, but an experience.
