Nespresso unveils new UK concept store
Nespresso has unveiled a new experiential concept store at the Bluewater shopping centre in Kent.
The move is part of the coffee company’s vision to offer immersive, localised and personalised experiences to customers to engage them with the Nespresso brand.
New innovations within the store include an interactive ‘Taste & Discover’ area where customers can explore and create their own coffee recipes using iPad tutorials and Nespresso machines.
In addition, a ‘Coffee as an Art’ masterclass area enables customers to learn about sophisticated recipe creation, from roasting coffee beans to preparing cold brews. They can also gain insight into the company’s AAA Sustainable Quality Programme.
The shop will also offer one-on-one coffee learning, tasting and machine demonstrations with in-store coffee experts.
Guillaume Chesneau, managing director of Nespresso UK & ROI, said: “Nespresso boutiques continue to play a key role in driving an elevated customer experience, working in tandem with other channels such as e-commerce, as part of our seamless omni-channel approach. Through this innovative evolved boutique concept – a first for Nespresso in the UK – we’re taking coffee exploration further than ever before, enabling customers to learn about Nespresso blends, recipes, brewing methods and our commitment to sustainability through immersive and interactive shopping moments that cater to evolving consumer needs and preferences.”
The design of the store aims to reflect Nespresso’s commitment to sustainability, recycling and circularity. Sustainable features include table tops made with used coffee grounds, as well as 100% Forest Stewardship Council certified wood and LED lighting. In addition, the store is fully powered by renewable energy and provides a capsule recycling drop-off point.
The new concept store follows a successful pilot in Nespresso’s flagship boutique in Vienna. The concept was designed by Italian architectural practice Parisotto + Formenton in collaboration with Nespresso’s retail teams.
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