By Patrick Avenell

SYDNEY, NSW: Nespresso’s Australian office has revealed that its high-concept Sydney store at the newly developed Westfield Sydney Tower (commonly known as Centrepoint Tower) is set to open on 2 December 2010.

This new store will the biggest in Australia and one of the biggest in the world. Nespresso uses these outlets, which it refers to as “Boutiques” or “Embassies” to promote its brand and explain how its closed capsule coffee machine system works. It also provides a good opportunity to display large size images of brand ambassador George Clooney.

With the opening of this new store, Nespresso will close its current Sydney CBD presence on King Street. The Chatswood and Bondi Junction stores will be unaffected by this change.

Nespresso currently markets 16 varieties, or ‘Grands Crus’, of coffee, which can be purchased either in stores or over the internet.