When innovation, design, and technology meet, a new way of communicating a brand is born.
For the launch of the new X-Caps capsules, illy Caffè set out to maximize the advantages of omnichannel communication to unite the physical and digital experience, bringing the brand’s visual language to every touchpoint.
The project, created in collaboration with M-Cube, redefined product communication, turning technological innovation into an immersive, consistent, and recognizable narrative.
The campaign came to life through a series of three-dimensional contents designed to adapt to different formats and spaces:
Out-of-Home – Gae Aulenti Circuit
At the same time, a second version of the content animated the Gae Aulenti circuit, one of the city’s most frequented digital spaces.
In this context, the campaign was able to fully express the integration between urban architecture and visual communication, making 3D part of the metropolitan landscape and amplifying the perception of modernity and innovation associated with the brand.
Out-of-Home – The Corner Garibaldi
The campaign lit up The Corner Garibaldi, one of the largest LED DOOH installations in Europe, in the heart of Milan.
An immersive 3D video captured passersby’s attention with a dynamic, refined three-dimensional portrayal of the illy world, interpreting the X-Caps capsule technology with a language of strong visual and architectural impact.
Digital Advertising – FOOH
The campaign was adapted into a series of high-impact visuals and digital contents, designed to ensure visibility and consistency across every platform.
CGI videos and animations were optimized for different formats, from corporate landscape to social vertical aiming to maintain the same visual strength in different contexts.
The result: digital communication able to amplify brand recognition and highlight its new product technology.
Immersive Experience – illy Space Pop-Up Store
The experiential journey culminated in illy Space, the pop-up store created by M-Cube to extend the brand experience into a physical environment.
Inside, a large 3D display continued the visual narrative started outdoors, ensuring continuity between digital and physical.
Designed as a meeting point between retail design and immersive communication, the environment turned the visit into a sensory experience consistent with illy’s philosophy: a balance of tradition, aesthetics, and innovation.
In-Store Experience
The omnichannel experience extended all the way to the point of sale, with an immersive, multisensory brand experience.
Inside illy Caffè stores, 3D content animated immersive video screens that tell the story of the quality, design, and technology behind the new capsules.
A visual language consistent with outdoor and digital communication, capable of transforming the retail space into a narrative extension of the brand.
Every visual element was conceived to express illy Caffè’s identity with a coherent, sophisticated 3D language, turning the city into an experiential extension of the brand.
Within the project, bluemotion oversaw the creation of CGI assets and the development of 3D content, ensuring visual continuity and aesthetic value across all formats.
The team interpreted the DNA of illy Caffè—balance between design, innovation, and a culture of beauty translating it into three-dimensional images capable of bridging the gap between physical and digital space.
In this campaign, 3D was not just a simple “wow effect,” but a strategic branding tool: a form of communication able to amplify the narrative and make every touchpoint part of a single sensory experience.
The collaboration between illy Caffè, M-Cube, and bluemotion shows how three-dimensional visual communication can now connect different worlds: marketing, technology, retail, and emotion within one coherent experience.
At bluemotion, we believe 3D isn’t just about astonishment, but about visually translating a brand’s vision, turning every piece of content into an immersive experience that lives across time and space.
Bluemotion and the Politecnico di Milano
The X-Caps project was also presented at the Politecnico di Milano, as part of the “XR in Action: Design the Experience” initiative promoted by the Digital Innovation Observatories.
As a partner of the Politecnico, bluemotion actively contributes to the spread of knowledge and visual culture, sharing best practices and expertise in CGI, 3D communication, and the design of immersive experiences.
During the event, the omnichannel campaign created with M-Cube for illy Caffè was showcased as a best-case reference for integration, creativity, and innovation concrete proof of how 3D can become a brand language capable of generating real value.
