Nespresso, FIRST collaborate in film screening and curator support

Iconic coffee brand Nespresso and the FIRST International Film Festival have joined forces to launch the “FIRST Public Programming • Curator Support Project.” Nespresso, a leading figure in the global premium coffee industry, and FIRST, a platform devoted to discovering and promoting young filmmakers and their works, have combined efforts in the initiative that merges the realms of coffee and cinematic artistry.

Since 2020, Nespresso has partnered with FIRST, inviting film and coffee enthusiasts nationwide to immerse themselves in the world of visual arts while savoring rich and aromatic coffee. This collaboration aims to foster inspiration and encourage exploration of personal and societal boundaries. This year, the two parties have expanded their partnership by bringing the FIRST Public Programming initiative to multiple cities across China. This project delves into diverse local cultures with a thematic focus on “moments,” using film as a medium to explore pioneering spirits within visual arts alongside young creators.

Nespresso and FIRST collaborate in film screening and curator support.  Photo by courtesy of Nespresso

This year, Nespresso and FIRST have jointly introduced “The Art of Moments” thematic curation designed for university curators, providing official guidance and support to encourage young curators to experiment and hone their skills. These aspiring curators are expected to enhance their keen perception of visual arts by blending contemporary art with life perspectives to present personalized concepts of “The Art of Moments.”

Lu Hanlin, general manager of Nespresso’s operations in China, expressed, “A well-brewed coffee, much like a film, has the power to socially connect individuals, bridging the gap between the self and the world. Through our collaboration with FIRST, we aim to inspire creativity in young curators nationwide.”

The FIRST Public Programming is a regular cultural exchange platform of the FIRST International Film Festival, welcoming participation from campus groups, individuals, cultural institutions, and cultural venues. It offers non-profit offline screenings of works by young filmmakers that diverge from mainstream perspectives.

By embodying a commitment to artistic exploration and human connection, Nespresso elevates coffee to an art form, blending it with visual arts to offer Chinese consumers an aesthetic in which coffee, culture, and life seamlessly converge. Through a cup of coffee, individuals can explore a refined version of themselves.