VMO lit up Sydney’s Pitt Street Mall launching Nespresso’s latest global brand campaign on The Cube®.

Sydney, Australia – VMO introduced The Cube® to its newest location, Pitt Street Mall, placing the experiential format within one of the city’s busiest and most iconic shopping environments.  

Positioned at the centre of the retail strip, the installation connects directly with commuters and shoppers, delivering unmatched audience attention.  

The Cube®  showcased Nespresso’s latest global brand campaign, transforming the space into an immersive brand moment. The campaign marks the launch of Nespresso’s new ‘Vertuo World’.  

Burcu De La Cruz, ANZ Marketing Manager - Brand, Communications and Sustainability at Nespresso, said “We are evolving our media strategy to embrace true variety, with one of the ways this comes to life being through The Cube® on Pitt Street — just metres from our newly launched flagship boutique. 

“We’re inviting people to explore Vertuo Up and challenge routine by asking ‘What Else?’, discovering our unparalleled range of origins and blends in a bold new era for Nespresso.” 

Paul Butler, Managing Director of VMO, commented, “The presence of The Cube® in Pitt Street Mall puts brands at the centre of one of the country’s most active retail environments. It’s a format that’s bold, immersive and built to command attention, perfect for a launching a new campaign just like Nespresso has. 

“With a Nespresso store located just metres from the site, it’s the perfect solution combining big brand impact while driving an immediate sales opportunity.” 

Harpreet Chahal, Head of Implementation & Activation, Oceania, Openmind, added, “We were looking to launch with maximum impact. Being the first brand on this immersive screen in Sydney’s busiest retail hub, right next to the Nespresso store, was the perfect, high-visibility strategy for our campaign launch.  

“Crucially, the VMO team were a delight to work with, they managed the creative and timeline complexities seamlessly, making the entire process incredibly smooth and stress-free.” 

Nespresso’s campaign on The Cube® was supported by on-ground ambassadors directing customers to the nearest Nespresso boutiques, and further strengthened by a national path to purchase campaign across VMO’s retail network.