After the success of the Nightingale Listening Club, Experimental Marketing Agency introduces the next phase of their creative pop-up roadshow: The Nightingale Coffee Shop. This brand-new concept functions as a creative workspace where professionals can get high on trends and discover the newest stories from Nightingale’s client portfolio. Visitors can also enjoy a coffee, tea or CBD drink.
The pop-up concept, which will be located at the Hannie Dankbaarpassage at De Hallen in Amsterdam, plays into the international CBD micro-trend. Cannabidiol, also known by the acronym CBD, is the non-psychoactive compound found in cannabis plants with calming, pain-reducing powers. Because of these effects, the substance has appeared more frequently in popular culture in the form of baked goods, ice cream and soft drinks.
Surprisingly, the connotation with CBD hasn’t really evolved in Amsterdam, a city that immortalized weed culture through legalization and the widespread of so-called coffee shops.
From CBD to Generation Z
In recent years, CBD has been undergoing a makeover. The substance has been an ingredient in gourmet dining, cocktail experiences, sophisticated branding and high-end retail spaces – and in turn, transforming it into a covetable product. Due to this repositioning and influenced by its health benefits and wellness connotations, CBD now reaches a different global target audience than 5 years ago. These days, products infused with this magical elixir are sold at respected retailers like Neiman Marcus and Barneys, and bought by both Millennials and the holy grail of target audiences: Generation Z.
To be clear, the new Nightingale pop-up concept will not represent weed culture. Instead, the new roadshow location will play into the ironic double meaning of coffee shop by serving both coffees brewed with their La Marzocco coffee machine and 420 drinks with CBD as an ingredient. Different from the Nightingale Listening Club, this concept will mainly function as a conceptual pop-up workspace that focusses on press, influencers and the agency’s creative network.
The interior concept will once again be created in collaboration with &Tradition, IVC Flooring and other design brands, while the health & wellness aspect will be powered by Technogym. Additionally, small marketplace events will be hosted for consumers to try out these CBD infused drinks and buy products from Nightingale brands.
The Nightingale Coffee Shop will open its doors from mid-June until the end of September.