Campari: La ricetta perfetta
UX Design
Campari has ceased to be just a brand or a meaning; it is a signfier, cultural and collective.
A global icon characterized by sacredness, it absorbs an alphabet of values that has always been associated with goodwill: pleasure, friendship, sharing, style and recognition.
How to design new experiences?
The project aims to enhance the meaning and iconography of products through a careful and original use of experiences designed to innovate the concept of sociality, add value to one’s time, reduce the distances of space and time between people while participating in a new type of collective ritual, Campari.
User Experience – Concept 1
La ricetta perfetta
The mirror above the lined bottles, ready for the festive battle. The smiling face of a bartender, friends, loves and all the promises that brings the night. You order your favorite cocktail, a bottle of Campari answers the call of the bartender’s cunning hands, and the magic starts from the large mirror behind his shoulders…
The experience
1 – the user orders the favorite cocktail and the bartender begins the preparation, without having to change the usual habits or to receive any type of training.
2 – when one of the bottles selected for the experience is picked up, inside the mirror surface, contents begin to appear (selectable and modifiable from a remote control room)
During the playback of the contents on the mirror, a QR code (and a tiny URL) is additionally shown which allows the users to “move” the experience to the smartphone, to bring it into a private dimension from which they can participate in different types of challenges: surveys, mini-games, access to promotions or rewards, etc …
User Experience – Concept 2
Caffe’ dell’amicizia
This story begins in Novara, in the Canton of Uri and since 1860 it has united art, people, design in the name of innovation, challenge, renewal capable of maintaining its own unmistakable identity. The time has come to donate this enormous symbolic and value heritage to young people from all over the world, connecting them from every city, together, in a context of physical and real sociality.
The experience
1 – The bartender informs the other Campari bars in the network about being available for the “party mode” and selects the cities (3) and bars that want to connect in order to start the event.
2 – The “call for party” appears on the large mirror to choose which city in the world to connect to in live mode. People raise their hand indicating their choice with the fingers. The artificial intelligence system accurately calculates the number of hands and the value indicated by each, attributing the audience response by a relative majority and starts the video stream of the chosen city, visible in theater mode inside the mirror. The party begins!
It is possible to extend the context of the experience to other elements not included in the summary of the initial concept, for example by creating an automatic publication system on Social Networks of a “group photo” from each of the cities in the world involved, which allows people involved in recognizing and “tagging” to be contactable by the other people involved in the party.
The Campari experience is a profoundly physical, analogical, human experience.
Linked to sociability, perfumes, encounters.
For this reason it cannot be digitized, it would make no sense to expect to replace it with a digital experience, an app, a website.
It must be experienced, in first person.
The ambition is not about “moving” the place where the brand’s value experience is used, but about “increasing it”, providing the classic places and moments of use with new engagement and retail tools. For this reason, we believe that the best choice consists in developing a low TCO “Campari Experience Kit”, which can also be adopted in very different scenarios and contexts, ranging from affiliated permanent locations to temporary events.