fromBusiness Insider
1 week agoI 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.
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