By Claire Reilly
With Nespresso boutiques peppered across the countryside, a new store expected in Canberra in the near future and a raft of Australian retailers stocking machines, coffee pods and accessories, the luxury love child of Nestle and machine manufacturer De’Longhi is growing at quite a rate.
The brand has store-within-store product displays in a number of retailers – such as Sydney’s specialist homewares and appliance retailer Peter’s of Kensington – as well as standalone shopfronts in locations including Sydney’s Bondi Junction, Melbourne’s upmarket Chadstone shopping centre and the Gold Coast.
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All in the name of international research, Current.com.au paid a visit to Nespresso’s Berlin boutique to take a look, and to see how the brand is marketed in Europe.
Sitting on the corner of Friedrichstrasse and Behrenstrasse in centre of Berlin, the two-level boutique features a range of installation displays and machines, as well as stylish black-and-white shots of perfectly European looking models who no doubt drink Nespresso coffee.
But most impressive are the towers of grand cru pods that make up the main wall of the venue. Clearly, the colour-blocking trend is big in Germany.
The upmarket exterior of Nespresso's Berlin boutique.
Inside the two-level store.
Nespresso takes its grand crus to new heights – each tower is made up of boxes of Nespresso pods.