Paris, 12 December 2007

18 December 2007: reveal of the largest Nespresso "Star" Boutique

Paris, city of lights. The Champs-Elysées, legendary avenue. Nespresso, iconic brand. All ingredients are united for a cheerful union.  Seamlessly integrating elegance and the latest trends, it was natural that Nespresso, the pioneer and world leader of portioned highest quality coffee opened its Paris flagship Boutique, on the Champs-Elysées, the favorite avenue of all luxury brands.

Situated at 119 Champs-Elysées, two steps away from the Arc de Triomphe, the biggest Nespresso Boutique worldwide has all the advantages to seduce espresso connoisseurs – from businessmen to fashion lovers to cinema goers to tourists in Paris.

A Boutique at the heart of international trends

The world's finest artists have been involved in the creation of this exceptional boutique. The result is fascinating: architecture, design, images and sound will take coffee connoisseurs on a journey of discovery. 1500m2 divided on two levels, these new exclusive spaces dedicated to the experience and expertise of Nespresso, the new "star" Boutique offers its Club Members and its visitors an unforgettable journey. "Home like" and a friendly spirit are the codes of the flagship. In this atmosphere, Nespresso reveals the mystery of its expertise and experience and invites visitors to relax and enjoy this inviting environment.

New elegant rooms

- The Barista Bar: the heart of the Boutique. The Barista, an uncontestable expert, plays the star and creates succulent coffee recipes while inviting everybody to the coffee ceremony.

- The Machine Gallery. Presented here are the symbolic creations of the brand, the coffee machines:  Le Cube, Essenza, Lattissima… displayed like jewels. A place where gourmet trends are experimented on in this working area.

- The Gallery of Senses. A very special area – almost like being in a life-size capsule, dedicated to the perfect espresso. Monumental decor with olfactory columns where temporary exhibitions will take place. This is the place to live a sensual experience.

- The Lounge, calm and refined, an isle of softness. Ideal for a light snack or to simply relax in a cozy chair, with a cup of Volluto or a Ristretto in hand, all in a contemporary electro-jazzy atmosphere.

- The Collection Gallery. The collection of accessories and Limited Edition or Special Club series are displayed with sophistication.

- The Grands Crus Gallery. The sleeves of Grands Crus display their personality proudly on the walls.  The counters were designed with ergonomics in mind to perfectly suit the space.

- The Dressing Room. Flashy colors, plasma screens, the space surprises by its "artsy" looks. It is the "happening" spot of the Boutique, it allows visitors to create customized and original machines – with different colour panels.

- The Nespresso Business Solution Office. For the first time ever in its Boutique, Nespresso unveils its Business Solution offer, tailor made for professionals. The space, with its clean black lacquer and stainless steel design, evokes seriousness and professionalism. On its stainless steel shelves can be seen the elegant Gemini machines.  The selection of six Grands Crus reserved for professionals is displayed on the wall.

- The Concierge. An exceptional service which attends to customers’ individual needs.

A luxury atmosphere at the heart of the espresso culture. The result:  The Boutique Nespresso 119 Champs-Elysées is definitely the address to remember.

A strategy of development for dynamic boutiques

The opening of the flagship Nespresso 119 Champs-Elysées will mark a new stage in the expansion of the brand on the international scene. The Nespresso boutiques play a crucial role in this domain. They generate close to one quarter of the annual sales and reinforce the strong relationship between the customers and the brand.

Therefore, this flagship boutique, the 16th boutique in France, reflects the high standards and international dimension of the brand. Loyal to its pioneering spirit and its search for perfection, Nespresso reveals new facets to offer exclusive and surprising concepts to espresso connoisseurs – which increase daily.

In 2008, Nespresso plans to expand its network of boutiques from 116 to more than 170. Europe, Asia, North and Latin America will be the theatre of new implementations, as Nespresso follows its vision of becoming the icon for perfect coffee worldwide.

Nespresso and the Arc de Triomphe

In parallel, to preserve the magnificence of the renowned Parisian area, Nespresso has associated itself with the "Arc the Triomphe de l'Etoile", managed by the Center of National monuments. This renowned symbol of French History is recognized worldwide for its majestic architecture and its incomparable view on Paris. The brand will support the new permanent scenography of the Arc the Triomphe, that will reveal this coming January all the facets of the monument, thanks to an interactive and inventive scenography.

About Nestlé Nespresso SA

The worldwide pioneer and market leader in premium portioned coffee, introduced consumers to the very highest quality Grands Crus to be enjoyed in the comfort of their’ own homes, as well as to be savoured at locations outside the home, such as luxury restaurants, cafes, hotels and offices. What transpired was the creation of the unique Nespresso trilogy, a unique combination of the world’s highest-quality Grands Crus coffees, smart and stylish coffee machines and second-to-none customer service. The culmination of these three elements came to be known as the Nespresso Ultimate Coffee Experience. Headquartered in Paudex, Switzerland with more than 2,100 employees, Nestlé Nespresso SA sells products in more than 50 countries directly to its customers and currently operates more than 116 prestigious boutiques in key cities around the world.  In 2006, it became the fastest growing company within the Nestlé Group and one of its "billionaire brands", having achieved a growth rate of 42 percent and 1.16 billion CHF in revenue. For more information, visit www.Nespresso.com and www.Nespresso-pro.com 

BOUTIQUE STAR

NESPRESSO 119 CHAMPS-ELYSÉES

PRESS KIT

December 2007

Summary

1. An Exceptional Address to Discover                                                              P 5

2. An Experimental and Sensory Stroll Through Coffee Culture                   P 6 - 8

3. The International Flagship of a Premium Brand                                           P 9 - 11

4. Four Exclusive Recipes from Jean-François Piège                                     P 12 - 14

5. The Strategists Behind the Flagship                                                             P 15

6. The Talents of a Creative Boutique                                                               P 16 - 19

Boutique Nespresso, 119 Champs-Elysées

An exceptional address to discover  

At the heart of the Champs-Elysées, the new Nespresso "Star" Boutique is a concentration of charm and sophisticated lifestyle. The biggest boutique worldwide, the 1500m2 place unveils the charming personality of Nespresso.

Design: luxury, calm and voluptuous

The Boutique is marvelously located on the most beautiful avenue in the world. Entrusted to the agency Francis Krempp - interior architecture, the new Nespresso boutique, has a luminous atmosphere and innovative spaces. Its size is magnificent. The flow of the boutique is fluid and surprising. Every element has been designed to play on transparency; Nespresso unveils its savoir-faire. The visit of the 1500 m2 commences naturally from the center of the Boutique – at a gigantic "heart" of 14 meters in diameter, from which radiate all the different spaces. The depth and perspective of the Boutique attract Club Members and visitors to naturally discover both levels of the Boutique.

From a design point of view, the choice of colors and materials express luxury and seduction (gold, mirror), highlight the Grands Crus (chromatic palettes red, brown and cream) and highlight Nespresso's expertise (inox, glass). The furniture plays on the smooth curves of an elegant capsule or espresso cup. Chandeliers, bars, chairs, stair ramps….all the decor elements symbolize the brand. The logo becomes the signature:  large on the Champs-Elysées windows, monogrammed on the chandeliers and the counters, and as watermarks on the gold paper walls.

Scenario: behind the scenes of a perfect Espresso

The boutique tells a story, an initiatory journey to the heart of coffee culture where the visitor is able to experience flavour and sensory experiences. To focus and awaken the senses, Nespresso has partnered with a number of renowned artists: Jean-Christophe Aumas for the scripting, Eva Gardner for the musical atmosphere, Olivia Giacobetti, Fabienne Conte-Sévigné and Francis Giacobetti for the olfactory experimentations, Pascal Haudressy for the video realizations, Pierre Bonnefille, Werner Jecker and Virginie Yassef for the artistic creations, and Christophe Adam for the Lounge menu.

The objective: to experience the relaxation and comfort of home.

Services: when shopping rhymes with enjoyment 

The new boutique offers new services and optimizes the experience of Club Members as soon as they enter through the doors. Like in a palace, the new "Star" Boutique offers a personalized service to its Nespresso Club Members and to all the coffee connoisseurs, offering help and professionalism of a Concierge service. This role is essential:  to guide Club Members in the flagship and to welcome visitors.

A convenient sales concept has been implemented, with the introduction of cards equipped with a RFID chip called Nespresso Pass. At their leisure, Club Members can place their orders at the lounge while relaxing and enjoying a coffee…or two. The purchases can then be picked up on the lower level.

Boutique Nespresso, 119 Champs-Elysées

An experimental and sensory stroll through the heart of coffee culture

Combining eight environments where the feeling of "home” dominates, the Boutique offers a journey, an interactive and sensorial experience to discover the Nespresso universe. Discovering all the aromas of a perfect coffee, creating gourmet recipes, becoming familiar with the latest stylish machines…

Level 1

The Barista Bar, the gourmet corner

The surprise begins immediately at the entrance of the Boutique with the Barista Bar. At the heart of the concept, this bar offering gourmet recipes made with Grands Crus coffees is an interactive and dynamic space, a place of initiation and discovering – the real “happening scene” of the Boutique. The Barista, a true coffee sommelier, surrounded by the latest Nespresso machines and a selection of gourmet ingredients to prepare cocktails, creates an exciting show. He invents exotic combinations of astonishing flavors, inviting Club Members and visitors to enjoy a coffee ceremony. His classical and daring creations can be picked from an image gallery on the wall, which helps guide people as they order from among the many coffee offerings.  

The Machine Gallery, style review

While continuing the visit, the Machine Gallery located to the right, displays the collections Essenza, Concept, Lattissima and Le Cube. Nicely structured, the space is designed to easily locate the different collections. The latest innovations are presented first – displayed on black mirror columns, coiled on small glittery cushions and sheltered under a bell, these machines become an object of desire, like artistic masterpieces.

Also conceived as an educational area, The Machine Gallery offers visitors the opportunity to discover the Nespresso Machines by actually testing them on the "manipulation table".  Located at the center of the room, this table is equipped with touch screens presenting the consumer with individual choices. In the middle of this table, a creation by Jean-Christophe Aumas made up of hundreds of plexiglass stems showcases the different welcome gifts offered to new Club Members. A kitchen piano is illuminated by a large hood which invites coffee connoisseurs to practice different recipes.

The Gallery of Senses, the must see area  

At the center of the space, not far from the Machine Gallery, the Club Member finds himself or herself at the heart of the Boutique. The middle point between both levels, where you can see the openness of the architecture, the Gallery of Senses brings the visitor inside the Nespresso Capsule. The dimensions recreate the idea of a tipped capsule with rounded sides which are cut into 5 consecutive stratums which symbolize the five steps of coffee transformation, starting from the ground: the soil, the bean, the roasting, the blending and the final, finished capsule. Conceived by Francis Krempp and created by Pierre Bonnefille, this massive fresco superimposed with different layers of texture, creates depth, organizes the colors into a hierarchy from brown to gold and quotes word evoking the Grands Crus.

In the capsule, Club Members pursue their sensational journey and walk along a transparent ramp.  On one side, there is the opportunity to discover a space for exhibitions, with a first mise en scène, that will be designed by artist Virginie Yassef, which celebrates the Volluto Grand Cru. On the other side, the visitor follows an olfactory route created by Olivia and Francis Giacobetti, discovering the route of coffee. A spectacular production which recreates an olfactory discovery, the olfactory columns illuminate and softly liberate perfumes, suggesting the five scented candles created by the perfumer.  

The Lounge, a "home sweet home" area

Far away from the hustle and bustle of the Champs-Elysées, in a warm and inviting atmosphere, the lounge is a cozy and refined area in which to sample the wide variety of Grands Crus coffees. Plush armchairs, net curtains, warm and iridescent colors, natural creations and soul music complete the atmosphere which reinforce the "home like" feeling. Club Members are invited to come here to relax with friends, with a cup of coffee, discover succulent delicacies from Christophe Adam for Fauchon. Behind the bar, twelve clear tubes showcase the complex coffee production process – from the harvesting, to selecting the green coffee, to the coffee roasting and finally to the blending before the coffee is packaged into the hermetically sealed Grands Crus capsules.  Each Grands Crus is represented here – with its capsule, its soil, its fruit and its bean.

Next to the lounge, dressed in gold, is the VIP lounge, a private space for meetings and relaxation in a tranquil atmosphere.  Light shining from a pearl glass chandelier from Patrick Jouin, creamy carpets, wall in wenge and gold paper, our VIP guests will feel at home here.

Level -1

The Collection Gallery, dreams and wonders

At the foot of the staircase, we reach the Collection Gallery. The atmosphere is warm and friendly. The different collections of cups, recipe glasses, sugar dispensers and saucers are displayed on trays. Around the table, shelves create a particular display. This is the place people come to find ideas for their home deco, as well as exclusive accessories in limited editions, signed by renowned designers.

Exclusive to the "star" Boutique: the labelled 119 Champs-Elysées box. It is composed of four recipe glasses, 35€. A set of two glasses, format Espresso or Lungo, with red resin coasters, 35€.

New items: the creation of a perfumed candle collection imagined by Olivia Giacobetti's. Baptized the Coffee Journey, this range of candles is composed of five delicate fragrances: "Terre d'Arabica", "Bois de Maragogype", "Grain émeraude", "Fleur de moka", and "Café flambé". Price: 35€.

The Grands Crus Gallery, tastes and colors

With colorful decor created from the colors of the 12 Grands Crus, this area is bright and welcoming. The counters, spread out over the whole space, have been designed in the best ergonomic way. The shelves are ornamented with machines and accessories, and giant visuals are displayed on the walls.

The Dressing Room, a little touch of creativity

A playful and elegant space, dynamic and colorful, the visual design has been conceived by the graphic designer Werner Jeker. Like entering a real dressing room, a wall of capsules – on which Ristretto capsules draw the word "Dressing room" – protects you from indiscrete glances.  Broadcast on a giant screen, a video from Pascal Haudressy shows the Essenza machine in a graphic universe, powerful and modern, inspired from constructivism. The machine unveils its structure, its design and its different chromatics scheme. With the help of a computer fashion addicts choose their favorite "appearance" from 16 irresistible colors with a few mouse clicks. This is reserved exclusively for the Essenza automatic machine. The ultimate fashion accessory: a silver bag to carry your Essenza.

The Office: Nespresso Business Solutions, the professionals' corner

For the first time, Nespresso unveils in its Boutique:  Business Solutions which is tailor made for professionals. Pure, in black lacquer and inox, the space evokes professionalism.  Designed by Antoine Cahen, the elegant Gemini Generation range of machines are displayed on inox shelves. The collection of six Grands Crus reserved for professionals is presented on the wall. This showroom space will allow this specific clientele to find the perfect coffee solutions adapted to their needs.

Boutique Nespresso, 119 Champs-Elysées

The international flagship of an exceptional brand

For over 20 years, Nespresso, worldwide leader in premium portioned coffee, has been determined to share the experience of an exceptional coffee to an ever growing number of coffee connoisseurs around the world. Today, the opening of the biggest worldwide Nespresso "Star" boutique on the Champs-Elysées in Paris, one of the most emblematic avenues, shows the unfailing commitment to excellence, of perfection and of innovation. It also illustrates a new stage in the expansion and construction of the Nespresso brand in France but also on the international level, with ambition to become the icon of perfect coffee.

119 Champs-Elysées

The biggest Nespresso boutique worldwide

In 2000, Nestlé Nespresso expanded its distribution strategy with a new platform, by opening its very first boutique at the rue Scribe in Paris. France, known for a strong coffee culture and a constantly growing interest in espresso, was therefore chosen as a pioneer market. Seven years later, it was natural that in France, the first market for Nestlé Nespresso, in the city of lights, capital of the art of living, that the flagship of the brand will open its doors to the public on December 18th. 

Located only a few steps from the Arc de Triomphe, at 119 Champs-Elysées, this new boutique evokes the premium and international positioning of the brand, which as of the end of 2006, counts 3.1 million active Club Members on five continents. Its exceptional dimensions – 1500 m2 distributed on 2 floors with 1000 m2 of commercial surface – reveal for the first time the whole range of the Nespresso expertise.