A Nutella pop-up café opened daily from 09:00 to 20:00 hrs. for exactly 10 days in August 2019 in Hamburg (HafenCity). It was a block of four containers offering drinks and Nutella-filled baked products (muffins, cupcakes, croissants, strawberry cake slices with a layer of Nutella and cheese rarebit topped with Nutella) at the lower level and Nutella fan articles above.
A DJ played music in the evenings, and there was a live concert on Saturday. The response was enormous, at least at the weekend. Visitors really didn’t expect any surprises in purely product terms, but it wasn’t really all about that either. It was about the “Show”. From the visitors’ point of view, it was about being there, and from the producer’s viewpoint it was to deliver a story: taking photos, posting, sharing and likes were absolutely wanted.