Five inspiring coffee-based experiences

Perfect for those in need of a caffeine hit, and just in time for today's (7 April) London Coffee Festival launch, Event rounds up some of the best coffee activations of recent years.

The social media-activated tree celebrated the start of Starbucks' red cup season
The social media-activated tree celebrated the start of Starbucks' red cup season

Starbucks’ giant Christmas tree

The global coffee chain got in the Christmas spirit early last year, by creating a four-metre high tree made out of its iconic festive red cups in early November.

Located within London's King’s Cross station, the installation emitted the scent of Starbucks’ gingerbread latte product, and it shone brighter as consumers posted tweets containing the #RedCups hashtag.

Carte Noire’s film festival tie-up

The coffee brand teamed up with Everyman Cinemas to host a French-inspired festival, coined The Carte Noire Film Collection from last May.

A number of Everyman’s locations were chosen for the event series, including Screen on The Green, which was transformed into a Parisian-style space. French-inspired films were shown at the events, alongside similarly French canapés, and cocktails comprising Carte Noire coffee were served.

The Lavazza Q Café at Wimbledon 

Lavazza activated its sponsorship of the Wimbledon Championships in 2014, by erecting a pop-up café next to the Wimbledon queue, coined the Lavazza Q Café.

A range of caffeinated beverages were available for both spectators and those hoping to nab a spot in the stand, including the Frozen Espression Granita, which was created especially for the event. The brand also secured tennis industry figures Judy Murray and Toni Nadal, who served coffee at the pop-up over the course of one day.

Greggs’ sleep pod activation by the Thames

Last month saw bakery brand Greggs install a series of giant coffee cups at London’s Potters Field Park, to promote the launch of its new flat white coffee.

The ‘Nappucino’ cups doubled as sleep pods, and passers-by were invited to stop off and take a snooze within one of the creations over a one-day period.

Costa’s summer roadshow 

The brand teamed up with Fisher Productions to embark on an experiential roadshow in the summer of 2013. A bespoke, vintage ice cream van was created for the campaign, which sought to highlight that Costa is also a go-to brand for beverages in the summer. 

It visited a total of 16 locations across the UK, including parks and resorts, where brand ambassadors were on hand to serve Costa's drinks offering. 

More: Bailey's plans espresso martini party, Rachel's Organic a milk bar for London Coffe Festival 

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