By Patrick Avenell
SYDNEY, NSW: Nespresso last night launched its sixth retail boutique outlet at the Westfield in Bondi Junction. The new boutique is watched over by ambassador George Clooney, whose visage is affixed to the upper wall facing consumers.
Nespresso boutiques give consumers the opportunity to view the entire range of coffee machines and flavours in a relaxed and artistic setting. The object is not necessarily to sell machines at these outlets, but more to introduce prospective consumers to the benefits of the Nespresso capsule coffee system.
The global CEO of Nespresso, Richard Girardot, flew in from Switzerland for the opening. He praised local general manager Renaud Tinel for his work establishing the brand in Australia, and for driving the incredible growth it has experienced.
Memorable features of the launch event included an art display made from the coloured capsules, a three piece string band, specially prepared canapés and Moet champagne. A fully functional coffee kiosk constructed outside the boutique, in the Westfield galley, provided coffee for guests. The short blacks and prawns were particularly good.
“Our boutiques are much more than sales outlets,” said Girardot. “They provide an opportunity for consumers to experience the Nespresso brand with all of their senses.
“This newest boutique will provide a window into the heart of the brand, and will showcase not only our premium quality coffee, but also our stylish machines to suit all different lifestyles, and our premium collection of accessories which allow our customers to re-create the ultimate coffee experience at home.”
The Bondi Junction Nespresso boutique is the 175th to be opened globally. The five previous Australian stores are in the Sydney CBD, Melbourne and Chadstone in Victoria, Brisbane and Perth.