This International Coffee Day, Tata Coffee Gold invited shoppers at Select CITYWALK, Saket, New Delhi to experience coffee like never before: a one-of-a-kind 3D aroma-anamorphic installation that turns the bean-to-cup journey into a living, multi-sensory story—complete with AI-generated latte art and a steaming cup to finish.
What makes this installation different?
A towering anamorphic build synchronizes cinematic 3D visuals with real-time aroma diffusion, so the moment you see the coffee come to life, you can actually smell it. It’s spectacle with substance—crafted for people who love coffee beyond the cup.
How does the bean-to-cup story unfold?
The narrative traces a green bean’s transformation—roasted to perfection, brewed into a rich decoction, and freeze-dried into premium crystals. As the visuals expand across the screen, curated scent fills the air to match each stage, engaging sight, sound, scent, and emotion.
Where does personalization come in?
Visitors enter their name, snap a selfie, and watch AI-generated latte art render in cinematic detail—revealing a personalized coffee canvas on the big screen. A quick QR lets them take the digital memory home, right before sampling Tata Coffee Gold.
Who brought the experience to life?
The activation was co-created by Laqshya Media Group and Inventech, whose Inventech team engineered the 18-foot build and interactive flow—merging anamorphic illusion, aroma technology, AI personalization, and live sampling into a cohesive experiential journey.
Why does it matter for experiential OOH?
Like high-impact OOH, multi-sensory installations create visibility, frequency, and talkability—only here, the brand is tasted, smelled, and shared. By blending place, participation, and product truth, Tata Coffee Gold turns attention into affinity.
FAQs about this campaign
What is Tata Coffee Gold’s aroma-anamorphic installation?
A multi-sensory experience at Select CITYWALK that combines 3D anamorphic visuals, curated coffee aroma diffusion, AI-driven latte art selfies, and live sampling.
When and where did it launch?
On International Coffee Day (October 1, 2025) at Select CITYWALK, Saket, New Delhi.
How do visitors personalize the activation?
They enter their name, take a selfie, and see AI-generated latte art featuring their image, then save it via QR.
Why is this relevant to OOH/experiential?
It fuses place, scent, spectacle, and participation—key drivers of attention, recall, and social sharing in experiential OOH.
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