Nespresso was targeting Generation Y (and their disposable incomes) at the launch of its latest machine, the Inissia, in Sydney last night.

The National Art School in Darlinghurst played host to a party celebrating the Inissia machines and all things colourful, with vibrant projections on the sandstone walls, specialty designed cocktails and a fashionable crowd entertained by trendy Sydney DJ Alison Wonderland.

In a short speech, Nespresso Oceania market director Renaud Tinel said the launch of Inissia represented “a new step forward for Nespresso”, and it was clear the brand had their sights set on the future, in particular their future costumers.

“This colourful machine has been specifically designed for young people and to suit today’s contemporary living environments,” Tinel said.

Nespresso’s machine partners, De’Longhi and Breville, have three colours each: White, Ruby Red and Blue Sky for Breville; and Black, Vanilla Cream and Summer Sun for De’Longhi.

It is the first time Nespresso has released limited edition colours, which will be replaced in the future.

Up close to the machines another small cosmetic difference is noticeable. The Breville machines feature a capsule tray with a striped grill, while the De’longhi’s machines sport a spotted black façade.

The limited edition Inissia colours: Summer Sun (De’Longhi) and Blue Sky (Breville)
The limited edition Inissia colours: Summer Sun (De’Longhi) and Blue Sky (Breville)

But bright colours aren’t the only thing Gen Y is looking for in their appliances, according to  lifestyle trend forecaster Tom Mirabile.

Eighteen to 39-year-olds are early technology adopters, true foodies and design savvy, Mirabile said. They expect customisation and individuality from their products.

“That presents a challenge to us because we are trying to sell them something new,” Mirabile told the 2014 International Home + Housewares Show in Chicago.

“They want small spaces that live large, and that’s important to keep in mind as we design products for them. They are also more casual so we have to adapt to the way that they entertain. And, they are also more frugal.”

The size and price point of the Inissia also add to the machines’ appeal. As the most lightweight and compact machine Nespresso has ever created, it is designed to squeeze into smaller living spaces and the RRP of $249 with a $60 cash back offer available until 18 May, the Inissia is aimed at first time Nespresso owners.

Click here to sign up for our free daily newsletter

The launch also provided the opportunity to announce Inissia’s win the 2014 international Red Dot design awards.

“We are very proud to announce tonight that Inissia has also been awarded the 2014 Red Dot prize for product design.

“As you know the Red Dot product design award was established in 1955 and is coveted internationally as one of the world’s largest product competitions recognising quality, high-tech products,” Tinel said.