Nespresso NYC

Brief and site condition

The Nespresso flagship on 5th Avenue required an interactive installation that felt continuous and distinct, responded to visitor presence without becoming a gamified interface, and avoided canned video loops. In a retail setting where people linger, return, and spend time near the wall, the content needed to remain alive across long opening hours while staying calm, premium, and materially aligned with the brand.

Computer vision for retail interaction

A discreet sensing layer tracks how people move through the space and translates that choreography into subtle forces within a generative fluid simulation. Because the system is generative, the content never resolves into a fixed sequence with a visible reset point. As visitors draw closer, their presence gains weight inside the simulation, allowing them to steer the liquid motion nearby. Ripples, drifting trails, and soft wake patterns linger briefly before merging back into the whole.

Coffee and cream form a slow visual language that continuously emerges and dissolves. The result is a digital painting in motion, shaped by the people in the store. The interaction is deliberately restrained. The wall does not announce itself as an interface or ask to be used. It registers the room and lets presence alter the behaviour of the image while the composition remains coherent on its own. The wall is integrated into the architectural flow of the store and remains in continuous dialogue with the room. Presence does not trigger isolated effects. It changes the behaviour of the visual field itself, so that density, proximity, and movement leave traces inside one coherent brand language. That is what makes the installation feel alive in real time while remaining controlled, discreet, and operationally appropriate for a flagship retail environment.