Nespresso launches a new flagship boutique designed to inspire shoppers with stories behind some of the finest coffees in the world.

The striking flagship boutique includes several innovations, such as a Coffee Lab where customers can explore the stories and expertise behind Nespresso coffees as well as learn about different ways to prepare and enjoy coffee. From summer 2021, the flagship will also introduce augmented reality experiences and an immersive room will enable visitors to digitally interact face-to-face with top chefs or engage with coffee farmers.


Piloting initially in Austria, with intentions to introduce the concept globally over the next five years, the new flagship boutique will bridge the gap between offline and online retail, delivering artistic, innovative and in-person brand experiences, alongside the highest standards in sustainable design. The new concept will complement other existing retail formats, catering to varying customer needs and shopping preferences.


“Our boutiques play a key role in engaging consumers in the Nespresso brand universe. We strongly believe in the relevance and power of retail as a brand building channel, working in tandem with other channels such as e-commerce,” comments Jean Christophe, B2C Head at Nespresso.

Source | Retail Focus



14th April 2021

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