Nespresso - Maria Novella

Italians love their coffee, they’re very jealous of it, they don’t want outer people trying to sell it to them. It’s about traditions, it’s embedded in the culture, in grandma’s perfect trick to get a strong black coffee in their old Bialetti. Then how could we position Nespresso inside a country with such a strong coffee culture? We relate to their symbols, like the beautiful Maria Novella in Firenze. Came up with this while studying a 2 weeks course in The University of Florence, so I went out there to take some pictures.