The global coffee brand Nespresso has unveiled a new flagship in New York City, which includes a hidden coffee bar.
The company has opened a 13,900sq ft store in the heart of New York City’s iconic Flatiron district. Designed as a destination for modern coffee culture, the space is the culmination of the brand’s reimagined retail strategy and is also its first flagship of its type in North America.
The ground floor serves as the hub for visitors to first experience the brand, featuring a “Taste and Discover” area where they can do self-guided tastings, a “Coffee “Theatre” for employee-led masterclasses and a Nespresso coffee expert on standby to answer any questions.
The ground floor also houses traditional retail and sales, featuring Nespresso’s full line of machines, coffees and accessories. There is also a wrapping and engraving station.
The lower level features two custom-curated spaces that enable visitors to experience Nespresso in new ways. The “Hidden Cup Coffee Bar” is an intimate setting where tastemakers reimagine coffee through exclusive recipes revealed throughout the year. Visitors can order drinks inspired by coffee trends such as zero-proof blends, as well as their favourite Nespresso classics. The offerings include Nespresso’s new proprietary “multisensory” signature mocktail experience, which was specifically designed to infuse coffee aromas and bring a multisensory coffee mixology experience to life.
In the second space downstairs, the Nespresso Lounge, visitors are invited to relax and test their barista skills with self-service coffee machines. The company’s professional machines will also be available for use, along with details of where they can be found in restaurants and hotels across the city, encouraging further exploration of Nespresso across New York.
“Our Nespresso New York City flagship is more than a boutique,” said Jason Webber, VP of Sales, Nespresso USA. “As the pinnacle of our retail strategy, it’s the first in North America to bring our vision to life, blending the elements of discovery and experience with a local NYC touch.”
