Our favorite Hungarian paper studio Edinas Paper (previously featured here) has collaborated with Nespresso and designed a window display that has a very strong message at first glimpse but hides its true meaning in between its layers. The creative agency known for creating beautiful and meaningful paper designs, installations, decorations, workshops, and exhibitions, has once again outdone themselves by creating something stunning – with an important meaning.
Edinas Paper approached the project with thorough planning and examination – and the idea of creating small details and elements that form something larger when they come together. And to emphasize this founding idea, they designed several different ornaments based on the outline of the famous Nespresso capsule.
“At first glimpse, you can see a fuse between recyclability and a coffee bean – the Nespresso symbol”
And after having designed several different ornaments based on the outline of the Nespresso capsule, the ornaments were carefully organized into numerous layers, adding up to shape one message in focus.
The window display, comprised of two separate installations both focus on the important topic of recycling, working towards a greener future, and “Doing is everything”
“The first of the two-part Nespresso installation represents the idea of how everything that we do is made up of several layers, and if you place those elements on top of each other you start to see how they become one”, Edinas Paper writes. Recycling is a very important issue for Nespresso as it is for all of us, and this window display, in particular, was created to celebrate Nespresso’s commitment to making every cup of coffee CO2 neutral by 2020.
The second part of the window display is emphasizing the main message of the brand’s recycling campaign: Doing is everything. The letters are cut out of the lace pattern of the Nespresso capsule outlines, these intricate cutouts are layered after each other, which add up to form the letters. “After many tryouts and tests, we found the best distance between the layers to make the message stand out from the background. As you walk past it you do not yet read the letters, only from one central point of view they add up to form the letters. This is a great example of a very delicate way to incorporate branding into an installation. The message is strong, the layers and ornaments are made from the smallest yet most widely recognized symbol of Nespresso – the capsule.”.
This is a great example of a very delicate way to incorporate branding into an installation. The message is strong, the layers and ornaments are made from the smallest yet most widely recognized symbol of Nespresso – the capsule.
Emphasizing Nespresso’s commitment to creating a positive impact on the environment, ecological Crush and Kaffee Papier Recycelt were chosen
Choosing the right paper is often a crucial part of a project. To emphasize the commitment of Nespresso to create a positive impact on the environment, for the ornaments of the installation Edinas Paper chose Favini’s Crush Coffee and Hazelnut 250 gsm. Each paper is made with 100 % green energy and the color and texture are achieved by adding industrial waste products. For the white elements they chose Kaffee Papier Recycelt/Coffee Paper recycled 250 gsm, which due to its recycled content, gives an interesting pattern and every sheet of paper is unique. Both Crush and Kafee Papier Recycelt are exclusively available at Europapier Group. The ornaments that were fixed on the silver threads (in order to avoid the use of a plastic fishing line) were laser cut.
You can read further about the intriguing project here. And make sure to watch the video below that showcases the installation in its full glory, as well as the always intriquing making-off photos.
Creative concept & paper Installation: Edinas paper
Creative Agency: HEYTHERE agency
Graphic design: Peter Magyar ’MEDOKS’
Director of Photography: Adam Temesi
Client: Nespresso – Senior Brand Communications Manager Dömötör Haász
Photography: Lenke Kiss