The Power to Live Happ’illy’
Quantum had the pleasure of collaborating with its favourite coffee brand during London's ultimate culinary celebration, Taste of London Festival 2023.
At the immersive 100 square metre illy coffee stand, Quantum hosted an array of engaging experiences, including signature blend sampling, coffee aroma workshops and special VIP events.
Each experience guided coffee drinkers through the journey from bean selection to beverage preparation, highlighting illy's unwavering commitment to creating a more sustainable coffee industry through their B Corp certification.
Quantum also had three of the iconic illy Ape Vans throughout Taste, including VIP, serving coffee and cocktails on the go. Along with the authentic Italian Vespa and sidecar, providing the perfect backdrop for Instagram-worthy moments.
With the dream to offer the best coffee to the world, Illy is renowned around the world and recognised for the high quality and velvety taste of its coffee, a blend made of nine varieties of pure Arabica that delights millions of people every day at home, in the office, in hotels, restaurants and coffee shops.
The company has built a world of experience, taste, science and art around the pleasure of a perfect cup of coffee. The world of illy also includes coffee machines, designer cups (the illy Art collection) and accessories; the illy Caffè - authentic Italian coffee shops - and the Università del Caffè, founded in 1999 to promote and share the culture of quality coffee in Italy and around the world.
illy has a brand ethos of giving people the power to live happy’illy’, meaning feeling good in oneself and feeling good about the positive contributions you are making in the world.
Quantum were challenged by illy to deliver an engaging and memorable brand encounter at Taste of London 2023, by urging visitors to experience illy through multiple touchpoints throughout the event.
As part of bringing to life the activation, Quantum explored game engines in our design process. This led the team to create this Unreal Engine proof of concept.
Leveraging game engines provided a foundation for stable, robust, and swift CG imaging, reaching a point where the team could fine-tune design elements such as materials, textures, and colours during client meetings. Quantum could even visualise how they would appear under different weather conditions.
“Using Unreal meant we could immerse ourselves in our design by navigating the environment as if we were playing a game on the PlayStation. And if that wasn’t immersive enough, it's VR-compatible, meaning we could literally step into the world we created” said Tom Parrish, creative technologist at Quantum.
Quantum needed to go behind the big red logo to build an eye-catching activation that communicates this through three key pillars:
- Good: excellence & quality,
- Goodness: sustainability & ethics,
- Beauty: art & Italian style.
