The first Nespresso flagship store in Italy marks the Swiss company’s adventure into the country 15 years ago when it opened a boutique in Milan’s Piazza San Babila. realized by Parisotto + Formenton, responsible for many of the brand’s retail shops, boutiques and cafés across the globe, the Nespresso flagship store in Milan is not an accident. Its presence recognizes the city as a capital of design and fashion, and economic center of Italy.
The retail space places the customer at the center of its design, realized to provide quick and efficient service. Envisioned in the format of a boutique, the scheme is distributed over four floors, each of which serve a different purpose. as one enters from Piazza del Liberty, they are met by the monolithic central signature table to the left where they can discover important Nespresso news, as well as a tasting area dedicated exclusively to the testing of grand cru. This level also features an automated purchasing / self-service area where you can choose your preferred capsules and check-out on your own; as well as pick-up products that you may have ordered online or by phone.
On the first floor, you will find the ‘atelier expert’ area that is dedicated to workshops and special tastings; as well as ‘at your service’, where Nespresso technicians are on hand to assist with customer care services before and after sales. Here you will find another grand cru area where Nespresso coffee specialists are on hand to accompany and advise customers on their purchases. The second level mezzanine is home to the ‘machine gallery’, where Nespresso’s line of appliances are on display. The top floor is reserved for meetings and showcases machines that are dedicated to business solutions and more commercial applications.
To add to the atmosphere, a light scent of coffee is periodically released into the air, offering a calm aromatic smell throughout the interior.
Design: Parisotto + Formenton Architetti