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.
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.
Source: Graphic Online