Nespresso Premieres New Boutique Concept In The U.S. To Immerse Visitors In The Ultimate Coffee Experience And Commitment To Sustainability
New Location on Madison Avenue in New York City Invites Coffee Lovers to Discover and Expand their Coffee Appreciation and Exploration
Sep 06, 2017, 17:58 ET
NEW YORK, Sept. 6, 2017 /PRNewswire/ -- Nespresso, the worldwide pioneer and reference in premium portioned coffee, announces the opening of an innovative new Boutique concept in New York City and the first of its kind in the U.S. Located on 935 Madison Avenue at 74th Street, Nespresso's new retail environment surrounds guests in an immersive coffee experience allowing for deeper learning and coffee exploration. The Boutique also features the first Take Away Bar for Nespresso in New York City. This unique and brand-expansive concept is only the second to open globally, after opening in Cannes, France earlier this year. Throughout the Boutique, visitors will experience elements that reflect Nespresso's deep commitment to sustainability, recycling of used Nespresso capsules and adherence to a circular economy – one that is restorative by nature and works to minimize waste through careful design.
"From our unparalleled commitment to sustainability and diverse range of Grand Cru coffees, to our innovative machine systems, we are constantly enhancing and reinventing how consumers experience Nespresso through every facet of our business. Our new Boutique concept is the latest example of our dedication to innovation and sustainability, showcasing the cornerstone of our business – our promise to delivering the highest quality coffee" said Guillaume Le Cunff, President, Nespresso USA. "Guests now have an opportunity to enjoy the Ultimate Coffee Experience we are known for through an immersive, journey of discovery; the further you go inside the Boutique, the deeper and richer the experience."
At around 2,500 square-feet and with two levels, the contemporary and luminous space invites guests to explore new coffee tasting rituals, Nespresso's latest machines and accessories collection, and discover compelling stories highlighting the range of Grand Cru coffees and dedication to sustainability in a sophisticated surrounding. Coffee Specialists will surprise and delight prospective consumers and existing Club Members with a variety of new experiences throughout the Boutique. Each spotlights a different element of the Ultimate Coffee Experience to deliver a unique and meaningful visit and deeper perspective into the Nespresso story. The new Boutique experiences include:
A Sensorial Welcome: Upon entering the Boutique, Coffee Specialists introduce guests to the Grands Crus with a tasting of a carefully selected coffee from either the permanent range of Grands Crus or current Limited Edition releases.
Discovery at the Bar: As guests continue their journey through the Boutique, perusing Nespresso's smart and easy-to-use OriginalLine and Vertuo machines and accompanying accessories, a Coffee Specialist will assist them in exploring the coffee range further. They can taste two coffees side-by-side in order to better understand their taste preferences and Nespresso's full range of 24 OriginalLine espresso Grands Crus and 18 Vertuo espresso and large-cup Grands Crus.
Sustainability and Circularity: The Boutique décor includes sustainably-designed materials including tabletops made of used coffee grounds from Nespresso's factory in Switzerland, to wood which has been 100 percent sourced from Nespresso reforestation programs on coffee farms and technological solutions to reduce energy use. In addition to featuring a capsule recycling drop-off point, the Boutique will also spotlight artwork that has been created from recycled Nespresso aluminum.
Learning in the Lab Kitchen: Guests who venture to the lower level will be invited to experiment with coffee recipes and personalize their coffee experience through the different Nespresso machines. From lattes with the perfect milk foam to unique coffee creations, guests will learn how to expertly elevate their usual coffee moments at home to the extraordinary.
Masterclass in the Lab Kitchen: Also taking place in the Lab Kitchen on the lower level is a class for those who wish to deepen their coffee knowledge even further. Guests are welcome to make an appointment with the Bard who is dedicated to coffee storytelling and will guide them through an interactive class to develop their coffee expertise and knowledge – from bean to cup. Classes follow a specially crafted curriculum focused on different elements of the coffee process, everything from a tasting flight of Pure Origin coffees to mastering the art of coffee with milk.
Take Away Bar: In addition to the new discovery and exploration experiences, the new location will also feature a Take Away Bar where guests can purchase delicious, high-quality Espresso, Coffee, and Espresso-based beverages, as well as an artisanal menu of on-the-go bites. Guests are welcome to enjoy their purchases while they shop in the Boutique, as there are a number of seating areas to sip and savor, or take out on their way to their next destination.
The new Nespresso Boutique concept and open format was designed by award winning architecture and interior design practice, Universal Design Studio which was founded by Edward Barber and Jay Osgerby. Utilizing the natural beauty of the building, with its exposed brick and natural light, as well as incorporating lush greenery and coffee trees, the new space invites Madison Avenue shoppers to explore and relax during their visit. Israeli-American artist Daniel Rozin was commissioned to create a piece for the new Boutique, which combines art, technology, and recycled Nespresso aluminum to create a distinctive and interactive piece of artwork.
Nespresso's full range of OriginalLine and Vertuo machines, accessories, and coffees are available for purchase at the new Boutique on Madison Avenue. All Nespresso Grands Crus are packaged in aluminum, a material that preserves the quality and freshness of the coffee, and can be recycled over and over again. Nespresso is committed to make recycling as easy as possible and offers consumers several ways to recycle. Nespresso offers pre-paid UPS recycling bags for consumers in 48 states to mail back used capsules or drop them off at more than 88,000 drop-off locations. Consumers can also recycle used capsules at over 500 collection points at Nespresso Boutiques across the country, including the new Boutique on Madison Avenue, and at select retail partners.
Today, Nespresso has 17 Boutiques in the U.S. and is also available at select fine retailers. To find a Boutique location near you, please visit www.Nespresso.com.
About Nestlé Nespresso SA
Nestlé Nespresso SA is the pioneer and reference for highest-quality portioned coffee. The company works with more than 70,000 farmers in 12 countries through its AAA Sustainable Quality™ Program to embed sustainability practices on farms and the surrounding landscapes. Launched in 2003 in collaboration with The Rainforest Alliance, the program helps to improve the yield and quality of harvests, ensuring a sustainable supply of high quality coffee and improving livelihoods of farmers and their communities.
Headquartered in Lausanne, Switzerland, Nespresso operates in 69 countries and has more than 12,000 employees. In 2016, it operated a global retail network of more than 600 boutiques. For more information, visit the Nespresso corporate website: www.nestle-nespresso.com.
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