Nespresso opens new outlet at Marina Mall
AN international retail firm in coffee, Nespresso, has opened a new ‘boutique concept’ outlet in Accra with a pledge to create a group of fresh coffee lovers in the country.
It intends to meet its targets through research on consumer preferences to create more lovers with its over 30 varieties of coffee.
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The new outlet, an upgrade of its pop-up store at Marina Mall in Accra, is to provide a retail environment that surrounds guests in an immersive coffee experience allowing for deeper learning and coffee exploration.
Throughout the boutique, visitors are expected to experience elements that reflect Nespresso’s deep commitment to sustainability and adherence to a circular economy.
Coffee lovers
Opening the new retail outlet in Accra on September 29, the Administrator of Nespresso, Philip Cadesia, stated that the innovative boutique concept would be used to create fresh coffee flavours in Ghana.
He said the firm intended to make coffee an alternative to tea and cocoa beverages.
“The new concept demonstrates this commitment with elements such as table-tops made from used coffee grounds from the Nespresso factory in Switzerland, wood that has been 100 per cent sourced from reforestation programmes, technological systems to reduce energy and water consumption and a recycling collection point,” he said.
According to him, the new boutique is a true celebration of coffee and its origins and guests can discover tributes to this throughout the space.
“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.
“The contemporary and luminous space, invites guests to explore new experiences in coffee tasting rituals which include a sensorial welcome upon entering the boutique with coffee specialists introducing guests to the vast range of coffees to provide a hands-on experience with the coffee grounds inside a capsule, discovering the aromas and then finishing with a tasting,” he said.
Key principles
The Business Development Manager of Nespresso, Racha Chamseddin, said the new Nespresso boutique concept centred around five key principles.
He said it included a simplified and holistic customer journey through carefully sequenced areas, a celebration of coffee moments with bespoke coffee rituals and new architectural codes for a warm and cozy, yet premium atmosphere.
It also consists of a sustainability statement to nourish the Nespresso ambition to become the highest quality and the most sustainable coffee brand in the world.
He said by combining all of those elements, the retail experience becomes fully immersive with consumers all over the world able to discover the Nespresso coffee world in a new enhanced way.
“We are excited to introduce the Nespresso boutique concept as a first in Ghana to our club members and coffee enthusiasts in the country.”
“The environment will also provide an opportunity to transform our team into highly empowered brand ambassadors,” he said.