Nespresso has redesigned its retail experience, launching a new boutique concept that immerses visitors in the world of sustainable coffee.
The concept, which has already debuted in the US and UK, will launch in Brisbane, Sydney and Canberra this month. The stores were designed by Universal Design Studio to give shoppers a look at how Nespresso products are made, from farming through to production and recycling.
With Australians using an estimated three million coffee pods per day, most of which end up in landfill, waste is a big issue for Nespresso and something the brand is eager to be seen to be doing something about.
Nespresso Australia and Oceania general manager Loïc Réthoré said the boutiques will take customers on a journey that celebrates the brand’s “unique coffee story”.
“It’s a choice we have made to allow our customers to get a closer understanding of the brand and what it will take to produce high quality coffee,” he said.
“This includes new architecture showcasing Nespresso’s ambition to become the highest quality and the most sustainable coffee brand in the world.”
The fitout reflects this with tabletops made from used coffee grounds, wood sourced from reforestation programs, water and energy saving programs, a capsule recycling collection point.
Aside from showcasing the brand’s sustainability credentials, the new stores offer guests the chance to get hands-on with the coffee grounds inside Nespresso’s pods and taste the many blends available. Coffee specialists will be on hand to guide shoppers through the choices on offer and true connoisseurs can experiment with different blends and machines in the lab kitchen space.
The new stores are:
– Castle Towers Shopping Centre, Sydney, which opened 2 November,
– Canberra Centre, Canberral, open from 9 November, and
– Queen Street Wintergarden Shopping Centre, Brisbane, open from 26 November.
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