This Starbucks Ice Sculpture Installation Celebrates a New Product

By: Laura McQuarrie - Jun 4, 2016
References: starbucks & eventmagazine
Caffe Americano with milk is a new item from Starbucks that's being introduced to London's public with a dynamic ice sculpture installation in Waterloo Station.

As well as being intriguing to look at, the two-meter ice wall also boasts an interactive component: commuters passing through the station are able to insert a token into the icy vending machine, which will dispense a sample of the chilled Caffe Americano with milk. This exchange makes it easy for a commuter to try the new beverage on the go, without having to go out of their way when traveling through the station. Communicating the convenience of the new chilled classics product is essential to this installation, especially as the drink will be sold at grocery and convenience stores.

This icy installation perfectly capitalizes on the popularity of alternative vending machines and experiential activations that consumers are responding with enthusiasm to.