Nescafe's new 'hello bench' brand activation brings people closer together, literally. Attendees at Salone del Mobile, an annual furniture fair in Milan, Italy, were quick to make connections with one another upon discovering Nescafe's unique stunt.
The bench is equipped with two sensors that are activated when participants sit on opposite sides. It shortens in length when two people sit on it, moving the people closer together, creating an instant ice breaker and forging a path for new connections.
The relationship between architecture and human connection is explored through this ad, as one discovers that their surroundings play a major role in how, or who they connect with. Often designed with solidarity in mind, tables, chairs, and other public resting points are frequently overlooked or ignored as potential meeting places for strangers to connect. Nescafe's 'hello bench' is a vivid reminder of the potential role urban design can play in encouraging human connection.
Nescafe's 'Hello Bench' Helps Strangers Break the Ice
Ellen Smith — May 2, 2017 — Marketing