WATCH THE CASE STUDY VIDEO

Revealing the science and art
behind the perfect espresso

THE BRIEF

Our brief was to demonstrate and create awareness about kitchen appliance brand Breville’s BES900’s espresso machine’s technical brilliance.

Our focuses needed to demonstrate the espresso machine’s precision and consistency when brewing an espresso.

“Temperature and pressure are so important in creating the perfect espresso. We really wanted consumers and coffee world devotees to see for themselves how the Dual Boiler manages these precise variables”
~ David Gubbin, Breville Business Manager ~


The primary KPI was to generate $50,000 worth of new sales leads through database acquisition.


TWO KEY INSIGHTS

1) The premium espresso market takes Espresso machines really seriously! The market is made up of increasingly vocal enthusiasts; influential trendsetters that are constantly making comparisons and discussing the intricacies of the different espresso machine specifications. These online discussions dictate and drive significant weight behind a brands espresso offering and reputation.

2) Espresso for the “espresso snob” is more than a cup of coffee; it is an art form.

THE IDEA

We created a live installation that re-engineered the BES900 to lay bare its internal innovations, normally invisible to consumers.

The Naked Espresso allows consumers to take away the innovation and science away with them on their personalised cup… as they tasted the difference.

To launch our idea we activated it at Aroma Festival, Sydney, Australia’s biggest coffee event attracting over 100,000 espresso lovers.

Passers-by were given a live demonstration of the machine, and watched as the science from the machine was displayed in real time. The live data from the BES900 installation generated one of kind generative artwork that represented the individual characteristics of each espresso made live.


WATCH THE CASE STUDY VIDEO

THE ACTIVATION

Aroma Festival, Sydney 2012

~ Australia’s biggest coffee event attracting over 100,000 espresso lovers ~

TECHNOLOGY

THE TECHNOLOGY

The BES900 espresso machine was hacked to interface with Arduino and by doing this we were able to output both analogue and digital signals from the Dual Boiler espresso machine.
These outputs included:
• Two flow meters allowing us to access the espresso flow rate through the group head.
• A steam LED to indicate when the steamer was activated on the machine
• Three different NTC temperature sensors covering the espresso boiler, steam boiler and group head.
We also integrated a pressure transmitter to display water pressure during the important ‘Pre-infusion’ and ‘Extraction’ phases.

These signals were converted from voltage to the relevant units and were displayed through a processing application. All electronic components were carefully incorporated into the machine to make it a self-contained and portable unit.
The speed of the generative art animation is based on a careful combination of the pressure and flow rate, with the colour palette, frequency and variety of shapes created all based on the temperature and steam used to make the espresso.

ESPRESSO ART

THE INSPIRATION

A processing application was developed in order to graphically display the temperature, flow rate, pressure and steam in real time. The animation speed, number of shapes, rotation and position were carefully connected with the machine's behaviour during the brewing process.

The design of the artwork was inspired by the generative art movement and artists such as Casey Reas and Joshua Davis.

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