Nespresso Promotes Coffee With Exhibit, Pop-Up Shop in NYC

Nespresso, a pioneer in premium, portioned coffee, announces the arrival of two unique installations in New York locations to celebrate the 10th anniversary of the brand’s AAA Sustainable Quality Program in partnership with the Rainforest Alliance. 

As Nespresso expands its footprint in the United States, the brand is creating moments to engage coffee enthusiasts with a fully sensorial experience that highlights the taste of Nespresso Grands Crus – which are sourced from the top 1-2 percent of the world’s coffee – and provide further detail on the company’s commitment to supporting coffee-producing communities around the world.

“Taste the Extraordinary, the Perfection of Coffee from Nespresso” was a photographic exhibit that was open to the public Sept. 23-27 at Rockefeller Center. The Channel Gardens at Fifth Avenue were transformed into an outdoor exhibit featuring images of Nespresso’s coffee culture envisioned by photographer Sylvere Azoulai. 

“We are delighted to showcase the depth of the Nespresso brand story in such a vivid and engaging way,” said Frederic Levy, president, Nespresso USA. “Our presence at Rockefeller Center and in Grand Central Terminal is designed to bring visitors and Nespresso Club Members closer to the Nespresso story. We are honored to showcase Sylvere Azoulai’s unique depiction of Nespresso’s coffee culture, and offer visitors the opportunity to savor Nespresso Grands Crus.”

Nespresso’s activities in New York continue with the Nespresso Pop-Up Boutique in Vanderbilt Hall at Grand Central Terminal Oct. 1-4. An interactive element of the Nespresso Pop-Up Boutique is the “What Grand Cru Are You?” digital installation. Upon answering a series of questions about taste preference, a real-time algorithm will process answers immediately to define a specific coffee recommendation for each participant, who will then be invited to a complimentary hands-on tasting of their Grand Cru match. A large, single wall of glass measuring 18 feet wide and 4 feet tall will allow for up to six people to interact with the display at the same time. 

The Rockefeller Center and Grand Central Terminal installations come at an exciting time for Nespresso’s sustainability efforts, including the 10th anniversary of the Nespresso AAA Sustainable Quality Program. The program’s name was derived from the hallmark AA coffee quality standard, in collaboration with international NGO Rainforest Alliance. Nespresso added the third ‘A’ to represent environmental, social and economic standards. The program strives to protect the future supply of high-quality coffee by fostering long-lasting relationships with coffee farmers the world over. The program currently includes more than 56,000 farmers from eight coffee-producing countries around the world.