Phygital HORECA Experience Design

A coffee producer and Desall seek research into phygital HORECA models to inspire an original phygital concept for the coffee sector.

illustrarch Editoral Team26 September 20261 Mins read7

Competition 27 days left

Category: Open call
Organizer: Desall
Location: Online
Eligibility: Participation is free and open to creative talents of any nationality aged 18 or over. Participants may submit one or more projects; however, only projects submitted through the dedicated contest upload page on www.desall.com will be accepted.
Language: English
Registration deadline: 29 October 2026
Submission deadline: 29 October 2026
Results announcement: 28 February 2027
Fees: Free participation
Prizes: Total Award: €5000

Prize breakdown

1° Award: €1000
2° Award: €1000
3° Award: €1000
4° Award: €1000
5° Award: €1000

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Contest brief

A major international coffee producer, in partnership with Desall, is calling for research into the most innovative phygital interaction models currently on the market, including fieldwork conducted in HORECA venues (hotels, restaurants, cafés and similar hospitality settings).

Objective

The goal is to identify experiences and services that connect physical moments of consumption with digital interactions, in order to enhance the customer journey, strengthen the relationship between brand and consumer, and create measurable business value.

Scope of Work

Conduct field research and analyse international benchmarks within fast-growing market segments.
Identify phygital models that are already in use and could be replicated.
Document key physical and digital touchpoints encountered during the research.
Map activation triggers and the enabling technologies behind them.
Describe the role of each touchpoint and technology within the overall customer journey.

Deliverable

Drawing on the findings from this research, participants are asked to develop and present an original phygital concept specifically designed for the coffee sector.