Many hours of conceptual preparations and a long list of creative suggestions led to the decision to mount an elaborate 3-dimensional display which would underscore the sophisticated aesthetics of the Nespresso machines with a stylishness reduced to its essential elements. For this purpose, a laser technology was developed which made it possible to position 40,000 Nespresso capsules so precisely that passersby would recognize forms such as the Nespresso logo, an espresso cup or a coffee capsule, seemingly hovering weightless in the air. The capsules were prepared by hand and mounted on nylon strands.

The project was a success, the goals achieved: the windows were the perfect eyecatchers for Nespresso and led to a sizeable jump in demand for the coffee machines according to Karstadt. Originally planned for a 3-week run, the display was extended to a full month. In all, it was a highly successful product launch and brand presentation, which exceeded all expectations