Nespresso has opened a flagship boutique concept in the Austrian capital Vienna, which features several new innovations for the retailer.

The 7,770 sq ft store on Kärntner Straße in central Vienna boasts several new features for the brand, including a Coffee Lab where customers can learn more about Nespresso’s products and be taught various brewing methods.

From summer 2021, the Vienna flagship will also introduce augmented reality experiences and an immersive room will enable visitors to digitally interact face-to-face with top chefs or engage with coffee farmers taking part in the brand’s AAA Sustainable Quality Programme.

To ground the flagship in its new surroundings, Nespresso said it had worked exclusively with Viennese designers on the store’s interiors. The flagship will also offer residents a range of local coffee recipes. 

The direct to consumer brand also worked with retail sustainability firm, Quantum4, to ensure sustainable furniture design, such as seating areas or product exploration tables, sourced to reduce the carbon footprint and minimise overall environmental impact.

The new concept is being piloted initially in Vienna, but Nespresso said it intends to roll out further flagships internationally in the next five years, a move it said would help “bridge the gap between offline and online retail”.

Nespresso global business to consumer head Jean-Christophe Jaunin said: “Our boutiques play a key role in engaging consumers in the Nespresso brand universe. Even in the current context we strongly believe in the relevance and power of retail as a brand-building channel, working in tandem with other channels such as ecommerce.

“Consumers seek immersive shopping moments, personal interaction with experts and more human connections than ever. Our new flagship boutique concept will bring an elevated coffee experience to them, combining sensorial excitement, excellent customer service and inspiring exchanges with our coffee specialists to deliver unexpected and personalised experiences.”