Tiny Coffee Shops (case study)

Despite more than 80% of coffee being consumed at home, consumer research revealed a perception gap: 72% of people still believed that the “best coffee” could only be found in a café. De’Longhi identified that simply communicating the quality of its at-home coffee machines was not enough — consumers needed to experience the idea that café-quality coffee could exist within the home environment.

To challenge this perception, De’Longhi created “The World’s Smallest Coffee Shop” in collaboration with creative agency LOLA Madrid and master model-maker Simon Weisse. The campaign transformed five De’Longhi fully automatic bean-to-cup coffee machines into handcrafted miniature cafés, each inspired by iconic coffee cultures from Milan, Tokyo, Paris, Copenhagen, and Berlin. The miniature storefronts became a physical metaphor: bringing the café experience directly onto the kitchen countertop.

The team spent over 1,500 hours crafting the miniature worlds using traditional model-making techniques. Each coffee machine was redesigned with a unique architectural façade while remaining fully functional. Details included miniature windows revealing the machine’s display screens and removable roofs allowing access for water refills. The craftsmanship reflected Simon Weisse’s expertise in building intricate miniature environments, known from collaborations with acclaimed filmmakers such as Wes Anderson.

Launched during Milan Design Week, the campaign successfully bridged the emotional connection between café culture and home brewing. By turning coffee machines into miniature destinations, De’Longhi shifted consumer perception and demonstrated that premium coffee experiences and thoughtful design can be achieved at home. The campaign became a strong example of how design-led storytelling can transform a product feature into a memorable brand experience.