Nespresso North Shore Pop Up

To improve accessibility for its club members, Nespresso opened its first ever pop up boutique in New Zealand on October 30.
Located on the upper level of Westfield Albany on Auckland’s North Shore, the pop up offers coffee to taste and purchase, innovative machines, and personalised customer service. Nespresso has grown to a footprint of three existing boutiques in New Zealand, and a thriving e-commerce store.
“The pop up boutiques will increase the accessibility of our coffee experience for club members who live in this fast-growing city. We receive great feedback from club members regarding their boutique experiences; however, we wanted to come up with a more innovative retail format that would help us test the demand in retail locations where we didn’t have a presence until now,” Nespresso New Zealand country manager Guillaume Chesneau said.
A key design feature of the pop up will be the Grand Cru wall, featuring a range of 23 Grand Cru coffees. Other services will include complimentary coffee tastings and capsule recycling collection points. The site has been selected based on a number of factors including club member penetration in the area, the presence of other retailers, and customer traffic in the centre.