Nespresso‘s immersive and experiential pilot concept in Vienna focuses on experiences that share coffee as an art with consumers. The striking flagship boutique in Vienna includes several innovations, such as a Coffee Lab where customers can explore the stories and expertise behind Nespresso coffees as well as, for the first time in a Nespresso boutique, learn about different ways to prepare and enjoy coffee – through a variety of brewing methods, including those beyond the Nespresso system.
From summer 2021, the Vienna 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 taking part in the brand’s AAA Sustainable Quality Programme.
Nespresso new retail concept in Vienna – Nespresso Atelier
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.
Nespresso new retail concept in Vienna – Nespresso Atelier
“Our boutiques play a key role in engaging consumers in the Nespresso brand universe. Even in the current context 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 Jaunin, Global B2C Head at Nespresso.
Nespresso new retail concept in Vienna – Nespresso Atelier
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