Illy X-Caps

3D Visual Experiences and Omnichannel Strategy for the launch of illy X-Caps

Building a complete customer journey and ensuring consistent visual experiences across every touchpoint: this was the challenge behind the launch campaign for illy’s new X-Caps capsules. Through the design and production of 3D digital assets and CGI content, Bluemotion turned the product’s technical language into an immersive, elegant, and instantly recognizable narrative, perfectly aligned with illy Caffè’s visual identity. The result: an omnichannel campaign where product innovation and visual innovation intertwine to engage audiences through memorable experiences.

The Experience

The journey created by M-Cube and the touchpoint ecosystem came to life with Bluemotion through perfectly integrated content:

• OUT OF HOME at the Gae Aulenti circuit, one of the city’s most frequented digital spaces
• 3D OOH with high impact on The Corner, the maxi LED in Porta Garibaldi, Milan
• FOOH (fake out of home) across the Porta Nuova district circuit
• DIGITAL ADV adapted across all social channels
• IMMERSIVE EXPERIENCE at the illy Space Pop-Up Store, extending the journey
• IN-STORE EXPERIENCE inside illy stores via digital signage

Every touchpoint, from the street to the store, told the same story with coherence: design, innovation, and authentic illy identity.

Bluemotion brings illy’s omnichannel strategy to Politecnico di Milano

The project was selected to be presented as a case study at Politecnico di Milano within the “XR in Action: Design the Experience” program, an initiative promoted by the Osservatori Digital Innovation dedicated to Omnichannel and Digital Retail, where Bluemotion is a technical partner. A recognition that attests to the excellence of the synergistic work between M-Cube, illy Caffè, and Bluemotion, and to the evolution of 3D as a strategic lever in contemporary communication.