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Brief Published: 28 Sep 2010

Nespresso Concept Store, NY


Last week, Nestlé Nespresso opened a huge, bi-level concept store in Soho, New York to showcase its single-serve, push-button coffee machines, which are displayed throughout the store en masse.

Joining similar destinations in Cape Town, Brussels, Miami and Shanghai and including a 30-seat restaurant, coffee bar and an emporium of coffee-related home goods the store is referred to by the brand as its Soho Boutique, affirming just how upscale the coffee market has become.

The other revelation is no coffee to go, aimed at encouraging consumers to savour the coffee experience.