Nespresso opens flagship boutique

Nespresso now offers a new shopping experience including a coffee bar in Vienna.
Jamie M. Smith
Nespresso now offers a new shopping experience including a coffee bar in Vienna.

The pioneer of portioned coffee has opened a pilot project of global relevance in Vienna: the Nespresso Atelier. According to the company, it offers an interactive, personalized and novel shopping experience that celebrates coffee as art.

With the Nespresso Atelier Vienna, the company wants to present the next chapter of the customer experience: on two floors and 370 sqm."Coffee tradition is hardly as closely linked to any other city as it is to Vienna. So it was only fitting that the Austrian capital was chosen for this world-first pilot project. No other location currently has a comparable flagship boutique to the Nespresso Atelier Vienna," explains Alessandro Piccinini, Managing Director of Nespresso Austria.

"We are convinced, even in these challenging times, of the relevance of brick-and-mortar retail. We know that our customers value the direct, personal contact with our coffee experts. Our boutique experience remains the best way to deliver a valuable brand experience," explains Klaus Slamanig, B2C Commercial Director of Nespresso Austria.

The new boutique concept has been open since March and is designed to give the location a real studio feel. The art concept is also reflected in the design and is brought to life by relevant Viennese style elements such as terrazzo tiles, Thonet chairs and floral patterns inspired by the dome of the Vienna Secession.

In the Coffee Lab in the Nespresso Atelier, visitors can learn about ways of preparing coffee that go beyond the Nespresso system and include typical Viennese coffee recipes such as Einspänner, Fiaker or Franziskaner. Coffee Bards, Nespresso's trained coffee experts, also guide visitors here through the individual steps of coffee preparation - from the green bean to the cup.

As soon as Corona regulations allow, the lounge area will also be reopened for on-site consumption. Until then, coffee will only be available to-go.