EXCLUSIVE: Nespresso USA’s director of retail discusses NYC flagship and more
Nespresso has opened an experiential concept store in New York City that encourages discovery and is designed as a destination for modern coffee culture.
Described as a first-of-its-kind flagship and spanning a whopping 13,900 sq. ft., the two-level concept store is located in Manhattan’s Flatiron district. It features traditional and non-conventional offerings that invite shoppers to sip, socialize and participate in Nespresso’s real-life “coffee theatre.”
“We target locations where shoppers like to be and can more easily discover a new brand,” Susanna Forteleoni, director of retail, Nespresso USA, said in an interview with Chain Store Age. (Forteleoni will discuss the Nespresso flagship and more at Chain Store Age’s SPECS Show, March 8-10 at the Gaylord National, National Harbor, Md. Click here to register.)
Nespresso has a retail global retail network of more than 800 shops, including 39 U.S. outposts. Housed in a historic building, the Flatiron location is the culmination of the Swiss brand's reimagined retail strategy. According to Forteleoni, it is different than any other location Nespresso operates — even on a global level.
“The oversized space really allows us to enhance and elevate our retail experience, while paying homage to the importance of this Manhattan real estate,” she said. “Each of its two levels has its own distinct theme.”
The store leverages sensorial experiences that bring coffee culture to life. Interactive activations throughout the space are designed to create a “coffee theatre.”
“Every inch [of the store] tells a story that increases customers’ awareness of our brand,” Forteleoni noted.
Ground Floor
The ground floor serves as the hub for visitors to first experience the brand. One of the first displays customers see upon entering is “Taste and Discover,” which features an assortment of Nespresso coffee machines. In addition to trying the machines, shoppers can explore flavors and take advantage of assisted and self-guided tastings.
Other displays include an“Aroma Bar” featuring vintage-inspired perfume atomizers. By squeezing the attached pumps, customers discover different scents infused in Nespresso’s coffee blends. A "Coffee Theatre" coffee bar features employee-led master classes throughout the day.
“Our ‘coffee bards,’ or baristas, bring our flavors to life through tastings, storytelling and education,” Forteleoni said.
The ground floor also houses traditional retail and sales, including Nespresso's full line of machines, coffees and accessories. There is also a wrapping station and engraving station where shoppers can personalize gifts,
Lower Level
Nespresso leaned into locality and authenticity to bring the lower space to life. It boasts two custom-curated spaces, both with local artists’ pieces and design materials, that enable customers to experience the brand in new ways.
In the “Nespresso Lounge,” visitors can relax on couches and club chairs, sip a coffee and catch up with friends over a game of chess or Scrabble — or even use a turntable to spin some tunes from our vinyl collection. They can also test their barista skills with self-service coffee machines found throughout the space.
Visitors can order drinks inspired by coffee trends in the “Hidden Cup Coffee Bar.” A New York City-inspired painting conceals a passageway to the speakeasy-like area where mixologists serve exclusive mocktails inspired by coffee trends and Nespresso favorites.
Technology
The store offers four self-checkout stations. Customers drop their items into a Nespresso-branded bag as they shop and, when ready to check out, place the bag into a special slot where a RFID scanner reads the tags on the items.
Digital signage is prominent throughout the space, with the largest digital screen being an interactive “Crema Wall.” Named after Nespresso’s iconic cream coffee foam, the screen features 150 LED modules and megapixel camera technology.
Sensors are integrated throughout the stairwell to the store’s lower level. As shoppers move past the sensors, movements are detected and change the flow of the digital “foam.”
Site Selection
Nespresso’s site selection has evolved over the years based on consumer demand. When the pandemic hit, the company saw a strong shift toward home subscriptions.
“Fast-forward six years, and retail has evolved yet again, Forteleoni said. “Now customers crave discovery, and we are taking this to heart. Our priority is finding new ways to make store visits more experiential, and provide solutions prompting discovery across our flavors, blends and of course, our coffee machines. We are excited to reinvent ourselves using retail destinations that drive awareness, becoming a “presence” that invites potential customers to discover coffee culture.
Expansion
When it comes to expansion, Nespresso is playing the long-game, according to Forteleoni.
“Nespresso always looks for “wow” real estate moments to raise awareness among customers,” she explained. “Conversely, we know it’s crucial to be agile. We believe it is more important to wait for spaces that offer the right location and size — we don’t want to force expansion.”
Short-term, the company’s biggest goal is get its retail spaces and experiences right, which means bringing elements of our flagship concept into existing locations.
“Moving forward, we will take a holistic look at our locations from employee experiences, back-of-the house and customer journey points-of-view," Forteleoni said. "It is most important for us to build spaces that are inviting and welcoming for new guests. Ideally, we want to create stores where they will feel inspired, excited and want to spend time exploring.”