I visited Nespresso's NYC flagship, with free coffee and a speakeasy. It showed me how brands want to be our identity.

"At 4:45 pm on Wednesdays, I'm used to hearing my editors discuss the evening's stories. This week, I eavesdropped on a conversation about the similarities between a coffee pod and an oxidized avocado. I was visiting Nespresso's new flagship location in Manhattan's tourist-heavy Flatiron district, a well-lit, open-air space that feels almost like an Apple store. The Nestlé-owned coffee company opened the nearly 14,000 square-foot store in December, billing its now-largest retail space as "a destination for modern coffee culture" in a press release."

"Part of the store's big draw is the free coffee, and the self-service station features shiny machines and a wide array of pods. An extremely friendly employee approached me asking if I have a Nespresso - I don't - before explaining how the "bright, citrusy" Tanzania coffee pod compares to Velluto, which is like "the house wine of coffee." She gave me instructions for using the machine, displaying the patience and helpful rhyming tips befitting a kindergarten teacher as I somehow fumbled with the two buttons."

"After having my double shot of Tanzania, which actually was quite bright and citrusy, I wandered over to the smelling station, where you can sniff 12 different brews. As I determined my favorite scent, I kept thinking about something that chef and restaurateur Jeremy Fall, the man behind this summer's viral Hamptons smoothie, told me a few months ago: "The way people look at drinks is that they sort of say a lot about their identity.""

Nespresso opened a nearly 14,000-square-foot Manhattan flagship in Flatiron, styled like an Apple store and positioned as a destination for modern coffee culture. The bright, open-air space includes free self-serve coffee stations with shiny machines and a wide array of pods. Employees provide friendly demonstrations, tasteful comparisons of blends, and patient instructions for machine use. A smelling station allows patrons to sample and select preferred aromas from a dozen brews to identify a signature scent. Custom options such as cup engraving reinforce the focus on personalization and identity. The space blends retail cues and hospitality, offering a potential free third place while encouraging impulse purchases. Despite enjoyment of the coffee and experience, repeat visits are not guaranteed.

Read at Business Insider