Thanks to the ever growing coffee drinking culture, coffee isn’t just a beverage that one merely drinks in the morning or day. Country Manager of Nespresso Singapore, Han May, shared the observation in an interview at the brand’s fourth and latest concept boutique in Singapore at VivoCity.
“For the younger generation – especially those who are just entering the workforce – it has become a part of their lifestyle,” she notes, “Coffee has gone beyond the functional need of being a quick perk-me-up.”
To that end, Nespresso has tweaked its offerings to cater to the changing perception and definition of coffee.
For example, the VivoCity boutique now offers free one-hour masterclasses twice a week where participants can learn more about appreciating coffee, as well as master recipes to get the most out of their cuppa.
“There is a social aspect now to coffee drinking,” explains Han, “People are keen to try different types of coffee and experiment – it’s become something to enjoy with friends.”
Coffee is also no longer limited to being drunk hot or just with milk. Nespresso offers limited edition coffee that are best enjoyed on ice; and you can even turn your coffee into a cocktail and serve it as a martini.
The VivoCity boutique itself is a new concept that the brand is rolling out around the world. It’s the first of its kind in Singapore and is designed to whisk visitors off on a coffee journey from the moment they step in.
From the brown-ish uniform and shoes worn by the staff to the table tops made with used coffee grounds and the lamps that are similar to the ones farmers use to sort the beans, the shop’s interior is inspired by coffee.
“It’s all about bringing a bit of the farm to the store so it conveys the origins of the coffee to the consumers,” Han says, “Today’s customers don’t want to just come in and buy so we try to create a sensorial experience in the boutique.”