Nespresso Singapore has opened a new boutique inside VivoCity shopping centre. The store is the coffee concept’s fourth in the city and the first to follow the brand’s newest format being opened internationally. Country manager at Nespresso Singapore, Han May, said in an interview that coffee has gone beyond the functional need of being a quick perk-me-up drink into part of lifestyle for the younger generation. The new Nespresso Singapore store concept has been designed to recognise that tre
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end and engage with millennials.
The store will host masterclasses for Nespresso owners, part of an experiential focus for the store where customers can try various Nespresso-making machines and coffee blends.
The merchandise tables are finished with used coffee beans to add authenticity and make a connection between the plantation and the appliances.
“It’s all about bringing a bit of the farm to the store so it conveys the origins of the coffee to the consumers,” says Han. “Today’s customers don’t want to just come in an buy so we try to create a sensorial experience in the boutique.”
