VMO has launched its immersive format, The Cube, at Sydney’s Pitt Street Mall, with Nespresso as the first brand to activate the site.
Positioned in the heart of the CBD, the installation places the experiential screen within one of Australia’s busiest retail environments, connecting directly with shoppers and commuters.
A high-impact retail moment
The Cube transforms traditional out-of-home into an immersive experience, with Nespresso’s latest global campaign taking over the format to introduce its new Vertuo World platform.
Burcu De La Cruz, ANZ marketing manager for brand, communications and sustainability at Nespresso, said the activation reflects a broader shift in media strategy.
“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,” she said.
“We’re inviting people to explore Vertuo Up and challenge routine by asking ‘What Else?’, discovering our range of origins and blends in a bold new era for Nespresso.”
Built for attention and conversion
Paul Butler, managing director of VMO, said the placement combines visibility with immediate commercial impact.
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“The presence of The Cube in Pitt Street Mall puts brands at the centre of one of the country’s most active retail environments,” he said.
“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.”
Media and execution
OpenMind led the campaign’s activation, leveraging the high-traffic location to maximise launch impact.
Harpreet Chahal, head of implementation and activation, Oceania at OpenMind, said the site delivered scale and visibility.
“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,” she said.
The campaign is supported by on-ground ambassadors directing customers to nearby Nespresso boutiques, alongside a national path-to-purchase rollout across VMO’s retail network.
Main image: VMO
