The first floor of the 13,900-square-foot operation reflects Nespresso’s refreshed design style, while the lower level features two custom-curated spaces that enable visitors to experience Nespresso in a new way. The ground floor is laid out as a hub where visitors can first experience the Nespresso brand, as the company describes it. Visitors can visit a Taste and Discover area for self-guided tastings and a Coffee Theatre for employee-led masterclasses. Not only that, but they can engage with a Nespresso coffee “bard” who is on standby to answer any questions, the company pointed out.
Nespresso designed the lower-level Hidden Cup Coffee Bar as an intimate setting featuring exclusive beverage recipes introduced throughout the year. The menu will address trends such as functionally enhanced coffee and zero-proof blends, as well as Nespresso classics and an exclusive presentation of mocktails. A second downstairs space, the Nespresso Lounge, gives visitors room to gather, socialize and test their barista skills with self-service coffee machines. The flagship also gives visitors a chance to try out Nespresso Professional machines and provide details about where they can be found in restaurants and hotels across the city..
“Our Nespresso New York City Flagship is more than a boutique,” said Jason Webber, vice president of sales, Nespresso USA, in announcing the opening. “As the pinnacle of our retail strategy, it’s the first in North America to bring our vision to life, blending the elements of discovery and experience with a local NYC touch.”