De'Longhi uses design to shift coffee perceptions

De'Longhi has introduced a global marketing platform aimed at strengthening its position in the premium at-home coffee category by combining commercial insight with design-led storytelling.

Central to the platform is The World’s Smallest Coffee Shop, a concept developed with LOLA Madrid and created in collaboration with model-maker Simon Weisse. The initiative will roll out across retail, digital, social, and experiential channels as part of the brand’s broader strategy.

Miniature craftsmanship highlights product capability

The platform addresses a key perception gap in the category. While more than 80 percent of coffee is consumed at home and the global market exceeds £12 billion, many consumers still associate higher quality with cafés.

To challenge this, De'Longhi has created a series of miniature coffee shop façades inspired by cities including Milan, Tokyo, Paris, Copenhagen, and Berlin. These handcrafted pieces are mounted onto the brand’s bean-to-cup machines, demonstrating how café-style experiences can be recreated in domestic settings.

Each installation has been produced using traditional model-making techniques, with detailed finishes designed to reflect the character of real-world coffee shops. The approach links craftsmanship in design with the precision associated with coffee preparation.

Campaign showcases global product portfolio

The activation features several of De'Longhi’s bean-to-cup machines, including Rivelia, Magnifica Evo Next, Eletta Ultra, Eletta Explore, and Primadonna Aromatic. Each product is positioned as an all-in-one system capable of delivering a range of coffee drinks at home.

Aparna Sundaresh, Chief Marketing Officer, De'Longhi: "The perfect cup of coffee is no longer one that is exclusive to cafes; with De'Longhi, a perfetto experience can be owned at home with finesse and flair. That is why we have partnered with Simon Weisse to create an imaginative and immersive experience that places the world's smallest coffee shop, a De'Longhi, on the kitchen counter. Each design showcases how one machine can unlock an entire café menu, customised at one touch of a button. By shrinking these iconic institutions and housing them on our products, the project shows that the coffee once sought in the street is now a reality for the home, offering a variety of drinks. The café hasn't just been miniaturised; it has been brought home."

Tomás Ostiglia, Executive Creative Director, LOLA MullenLowe: "We noticed that the design language of iconic coffee shops and De'Longhi's machines shared the same precision and personality. So instead of telling people they can have coffee shop quality at home, we decided to show it, by literally turning our machines into tiny coffee shops from around the world. Collaborating with Simon allowed us to elevate that idea through true craftsmanship, bringing a level of detail and artistry that mirrors the care people expect from their favourite cafés."

Global rollout includes Milan Design Week

The platform will be activated globally, including a showcase at Milan Design Week 2026. The initiative supports De'Longhi’s positioning at the intersection of design and everyday use, presenting its machines as part of a broader lifestyle offering rather than purely functional appliances.

www.delonghi.com

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