By Patrick Avenell

SYDNEY, NSW: Nespresso, the Swiss coffee brand famous for its revolutionary capsule-based coffee system and magical George Clooney commercials, officially opened its new Pitt Street Mall ‘Embassy’ at the new Westfield underneath Sydney Tower last night.

Although there is still to be a gala consumer opening on 2 December 2010, last evening was the first time Nespresso’s key trade partners were able to spend time in the salubrious high concept store, which includes its own elevator for transporting customers and staff between its floors.

In addition to selling Nespresso coffee and accessories, the store also acts as a masterful branding exercise, with the beautiful glass shopfront capturing the attention of window shoppers as they stroll through the Sydney CBD’s premier retail strip. This boutique, or ‘embassy’ as the Nespresso team put it, will in time replace the pre-existing store on King Street. Nespresso also has Sydney stores in Chatswood and Bondi Junction.

Retailers as the opening last night included Bing Lee, The Good Guys, Harvey Norman, David Jones and Myer.

Also enjoying the event last night was the De’Longhi team. De’Longhi is Nespresso’s premier local machine partner. This has been a tremendously successful partnership, with each brand able to leverage the great reputation the other has in the industry.

Nespresso Australia commercial manager George Garrop thanked his retail partners for their ongoing support. The convivial helmsman also promised more George Clooney ads to support the brand, more cashbacks to help upselling and more above the line activities to push consumers into stores.

To read about the two latest Nespresso coffee machines, click here.