La Marzocco — Open House

01 Challenge

An invitation-only launch of three new machine colours, in a private villa in Jumeirah. The only material was a flat midday phone photo of the venue, and the audience was an industry that has seen every coffee flyer.

02 Approach

I art-directed the venue into the event itself: golden-hour light, string lights, a working bar, guests in motion. Then I set an editorial type lock-up in the sky, quiet enough to let the scene do the selling.

03 Outcome

One key visual that makes a private evening feel worth the trip, and sets the tone for the launch.