Coffee retailer Nespresso is launching its new Pavilion boutique in Quebec.
The new concept will open initially at the Centre Les Rivières at Trois-Rivières at the end of August.
Nespresso said the new Pavilion pop-up design utilizes modules that offer flexibility and adaptability to meet market demands.
The development of the new concept for the temporary format focused on several key aspects:
- Creating a contemporary consumer experience that appeals to a younger audience while still catering to existing customers.
- Designing smooth, engaging, and personalized journeys that can meet all types of consumer needs and expectations.
- Offering a warm, welcoming, authentic, and effortless atmosphere that aligns with the brand positioning. The ever-evolving markets and diverse consumer needs require flexible spaces that can easily adapt to different requests in terms of size and layout. Therefore, we envisioned a space that is autonomous, self-supporting, and flexible, while also being easily usable and attractive, representing the Nespresso brand worldwide.
“The New Pavilion can be easily positioned in an open space, allowing consumers to experience it from all angles: visually through external communication and physically through transparent displays that create a seamless connection between the interior and exterior,” it said.
“Key features include: Enhanced elegance and attractiveness. Use of recycled and recyclable materials. Creation of a closed, yet inclusive environment. Inside, customers will find a tasting touchpoint at the core of the space, but also all the available categories such as Coffee, Accessories, Machines, Recycling, and Tasting.
“The new Pavilion was conceived based on the study of its primary product: the pod, including its shape and size. This harmonious relationship was also reflected in the display modules, ensuring a consistent reference to the pod. An arch was thus designed, lightweight yet structurally sound, capable of housing the display and storage elements that showcase Nespresso products.”
Nespresso said the choice of materials was driven by the intention to convey a message of authenticity, warmth, inclusiveness, and transparency in a language that resonates with Nespresso members and attracts the attention of new and young buyers.
“The goal was to create a cozy and inviting atmosphere, ensuring users feel comfortable while exploring Nespresso products within the temporary store. The material selection reflects a natural, organic, yet refined aesthetic, characterized by the beautiful contrasts between raw-natural elements and sleek-smooth surfaces. This elegant and contemporary design harmoniously combines with materials that are easily recognizable by Nespresso customers,” it said.
Carlos Oyanguren, President, Nespresso Canada said: “We invite coffee lovers to visit our new pop-up boutique in Les Rivières Shopping Centre. In the modern yet timeless design of this brand-new concept, we are bringing the ultimate coffee experience to Trois-Rivières.”
Anne-Valérie Guidollet, Vice-President of Sales and B2C Channels, Nespresso Canada said:“We are proud to see this latest pop-up concept design being implemented in Trois-Rivières, Quebec, as the first retail location globally. It is always exciting to set foot in a new market, not to mention with a new boutique concept. Come and discover it by yourselves!”
Daniel Morin, Retail Development Project Manager for Nespresso, said the spaces are
completely modular. The way that HQ has designed them is that they come in different formats depending on the market’s needs and the space that’s available,” he said.
The Pavilion itself also comes in different formats – rectangular, circular, square.
The one in Trois-Rivières will be 233 square feet. It will be in a common area, close to the main entrance and not far from the food court. This will be the company’s 10th boutique in Quebec.
Canada will be the first location internationally to launch this concept as a full boutique. There’s one open in Sweden but it’s not a full boutique.
“Moving forward they’re all going to be like this worldwide,” explained Morin. “So this is the new format.
“The brand is constantly evolving. They want to make sure that the pop-up was consistent with the new brand design of the overall permanent format boutique. It’s just a constant evolution. The design team is refreshing the look and feel of the boutiques and the pop-up boutiques on a regular basis.
“Following the big revamp of our boutiques it naturally made sense to use some of those same concepts and apply it towards the pop-up as well.”
