Dubai – Nespresso, the pioneer in premium portioned coffee, has introduced an award-winning concept in the region with the launch of a new Boutique in Dubai Marina Mall. Opening its doors earlier this month, the new Nespresso Boutique concept was awarded Best Food & Beverage Concept by MAPIC, the renowned international retail real estate conference. MAPIC Awards reward excellence, innovation and creativity in the retail industry, recognizing the finest retailers and retail estate projects.

The concept, which first launched in Cannes is now being rolled out around the world. The new Boutique has been designed to immerse guests in a bespoke coffee journey encouraging exploration. Made up of two sensory touch points; a Sensorial Welcome and Discovery at the Bar, each has been carefully design to enhance the retail experience. Future Boutiques in the region will house up to five customer-focused sensory touch points.  

Within the Boutique Nespresso’s commitment to sustainability is clearly showcased. In line with the brand’s ambition to achieve a network of 100% environmentally friendly Boutiques by 2020, a certified protocol is being implemented to closely measure and reduce the carbon footprint of each new opening. The Boutiques also boast; table-tops made from used coffee grounds from the Nespresso factory in Switzerland, wood that has been 100% sourced from reforestation programs, technological systems to reduce energy and water consumption, a recycling collection point and a bespoke artwork inspired by the local touch.

Julien Mario, Regional Business Manager for Middle East & Africa at Nespresso, said: “We are extremely proud that the Middle East has become one of the first regions in the world to showcase the new Nespresso Boutique concept to our customers. The concept has been carefully crafted from start to finish, taking visitors on a journey through carefully sequenced areas that encourage the celebration of coffee moments, much like the creation of our coffee.

At the forefront of the design is technology, which allows us to deliver an effortless purchase experience. We hope that these elements not only heighten the consumer experience, but allow them to experience Nespresso in a whole new way.”

Located on Level Ground Floor and spanning 44 sqm (60 sqm total), the new Boutique is a true celebration of coffee and its origins. Everything from the muted colour palette of rich coffee browns and crema-inspired golds to the floor tiles and lamps that echo those used on the coffee farms have been carefully designed to link to coffee. Even the inclusion of lush greenery spaces, bushes and shade trees are used to mimic the coffee plantations that are part of the Nespresso AAA Sustainable Quality™ Program.

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The new Boutique experiences include:

A Sensorial Welcome: Upon entering the Boutique, Coffee Specialists introduce guests to the vast range of coffees in which guests can get hands-on with the coffee grounds inside a capsule, discovering the aromas and then finishing with a tasting experience.

Discovery at the Bar: As guests continue their journey through the Boutique, perusing the smart and easy-to-use machines and accompanying accessories, a Coffee Specialist will assist them in exploring the coffee range further. They can taste two coffees side-by-side in order to better understand their taste preferences and the full range of 24 capsules. 

Contact Information

Weber Shandwick

Carine Arif

T +971 4 445 42 22

E NespressoDXB@webershandwick.com

About Nestlé Nespresso SA

Nestlé Nespresso SA is the pioneer and reference for highest-quality portioned coffee.  The company works with more than 70,000 farmers in 12 countries through its AAA Sustainable Quality™ Program to embed sustainability practices on farms and the surrounding landscapes.  Launched in 2003 in collaboration with The Rainforest Alliance, the program helps to improve the yield and quality of harvests, ensuring a sustainable supply of high quality coffee and improving livelihoods of farmers and their communities.

Headquartered in Lausanne, Switzerland, Nespresso operates in 69 countries and has more than 12,000 employees. In 2016, it operated a global retail network of more than 600 boutiques. For more information, visit the Nespresso corporate website: www.nestle-nespresso.com.

© Press Release 2018

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