Nespresso has expanded its coffee experience into the Dubai Marina Mall with a boutique store opening this past month.
The concept involves a more tactile experience for the customer, as they discover the aromas of a variety of coffees in capsules before moving on to the bar where they can taste two coffees side-by-side.
Nespresso regional business manager for the Middle East & Africa Julien Mario said in a statement: “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."
He added: “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.”
With Nespresso aiming for a network of 100% environmentally friendly boutiques by 2020, the Dubai Marina Mall shop contains a number of green initiatives including technological systems to reduce energy and water consumption, a recycling collection point and table tops made from used coffee grounds from the Nespresso factory in Switzerland.