DUBAI, United Arab Emirates — Nespresso announces the opening of an innovative new Boutique concept in Dubai Mall. The new Nespresso retail environment surrounds guests in an immersive coffee experience allowing for deeper learning and coffee exploration. This unique and brand-expansive concept first launched in Cannes, France in 2017 and is now being rolled out around the world. Throughout the Boutique, visitors will experience elements that reflect Nespresso’s deep commitment to sustainability and adherence to a circular economy one that is restorative by nature and works to minimise waste through careful design.
Julien Mario, Nespresso MEA business development manager explained: “The new Nespresso Boutique concept centers around five key principles: a simplified and holistic customer journey through carefully sequenced areas, a celebration of coffee moments with bespoke coffee rituals, new architectural codes for a warm and cozy yet premium atmosphere, a sustainability statement to nourish the Nespresso ambition to become the highest quality and the most sustainable coffee brand in the world and finally, a seamless physical-to-digital ecosystem to connect mobile sales with retail destination, delivering an effortless purchase experience, including a smart virtual queuing system and digital coffee selectors. By combining all of these elements, the retail experience becomes fully immersive with consumers all over the world able to discover the Nespresso coffee world in a new enhanced way.
This concept has also been the opportunity to transform our employees into highly empowered brand ambassadors thanks to the combination of people skills, expertise, new roles and processes and cutting edge operational technology.”
Nespresso has announced in September of 2020 their to become carbon neutral by the end of 2022. This will be possible thanks to a certified protocol which measures carbon foot print reduction for each new boutique opening. The new concept demonstrates this commitment with elements such as table-tops made from used coffee grounds from the Nespresso factory in Switzerland, wood that has been 100% sourced from reforestation programs, technological systems to reduce energy and water consumption and a recycling collection point.
The new Boutiques are a true celebration of coffee and its origins and guests can discover tributes to this throughout the space. Everything from the muted color palette of rich coffee browns and crema inspired golds to the floor tiles and lamps that echo those used on the coffee farms have been carefully designed to link to coffee. The Boutiques even feature lush greenery spaces embedded with coffee plants, bushes and shade trees to mimic the coffee plantations that are part of the Nespresso AAA Sustainable Quality™ Program.
The contemporary and luminous space spans 1125 square feet over 1 level and invites guests to explore new coffee tasting rituals. The new experiences include:
- A Sensorial Welcome: Upon entering the Boutique, Coffee Specialists introduce guests to the vast range of coffees in which guests can get hands-on with the coffee grounds inside a capsule, discovering the aromas and then finishing with a tasting experience.
- Discovery at the Bar: As guests continue their journey through the Boutique, perusing the smart and easy-to-use 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.
- Learning in the Lab Kitchen: Guests who want to expand their knowledge even further can experiment with coffee recipes and personalise 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 are a series of Masterclasses – special sessions for those who want to become true coffee connoisseurs. Guests can make an appointment with the Coffee Bard, a team member who is dedicated to coffee
- storytelling and will guide them through an interactive class to develop their coffee expertise and knowledge – from the bean right through to the finished product in the cup. Classes follow a specially crafted curriculum focused on different elements of the coffee process, everything from tasting Pure Origin coffees to mastering the art of coffee with milk.
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.
Guests are invited to discover the new Nespresso Boutique in Dubai Mall which is open from March 15th, 2021.
