Nespresso Launches Pop-Up Tour

March 13, 2014

Nespresso has launched its VertuoLine system, the first Nespresso machine that brews both American-style, large-cup coffee and espresso. To celebrate the new introduction, the company is kicking off a 108-day nationwide pop-up tour.

Nespresso will create an interactive experience at its pop-ups that showcase the new VertuoLine, with five simultaneous teams travelling the country and landing in 17 different cities where coffee lovers will have a chance to visit the installations.

The pop-ups will include an interactive element called the "Which Grand Cru Are You?" digital installation. Upon answering a series of questions about taste preference, a real-time algorithm will process answers to define a specific coffee recommendation for each participant, who will then be invited to a complimentary hands-on tasting of their Grand Cru match.

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