Nespresso opens new retail concept in Vienna

Nespresso’s immersive and experiential pilot concept in Vienna focuses on experiences that share coffee as an art form with consumers. The stunning coffee boutique in Vienna contains a variety of innovations, such as a Coffee Lab where customers can discover the stories and expertise behind their Nespresso coffees, as well as learn about different ways to prepare and enjoy coffee for the first time in a Nespresso boutique.

“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.

From the summer of 2021, the Vienna flagship will also offer augmented reality experiences, and visitors will have the opportunity to interact face-to-face with the best chefs digitally.