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Unique Installations, Including an Outdoor Exhibit and Pop-Up Boutique in Iconic New York City Locations - Rockefeller Center and Grand Central Terminal - Celebrate Nespresso's Bean to Cup Journey
NEW YORK, Sept. 23, 2013 /PRNewswire/ -- Nespresso, the worldwide pioneer and reference in premium, portioned coffee, announces the arrival of two unique installations in iconic New York City locations to celebrate the perfection of coffee, and the tenth anniversary of the brand's AAA Sustainable Quality Program™ in partnership with the Rainforest Alliance. "Taste the Extraordinary, the Perfection of Coffee from Nespresso" are two, large-scale, immersive experiences that will bring to life the bean to cup journey and allow visitors to savor Nespresso's 21 Grand Cru coffees.
As Nespresso expands its footprint in the U.S., 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 their commitment to supporting coffee producing communities around the world.
"Taste the Extraordinary, the Perfection of Coffee from Nespresso," is a photographic exhibit that will be open to the public from September 23rd through September 27th at Rockefeller Center. The Channel Gardens at Fifth Avenue between 49th and 50th Streets will be transformed into an outdoor exhibit featuring images of Nespresso's coffee culture envisioned by renowned photographer, Sylvere Azoulai. Visitors will also have the opportunity to discover the Ultimate Coffee Experience, a complimentary hands-on tasting journey of the Pure Origin Grands Crus led by a Nespresso Coffee Specialist.
"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 from October 1st through October 4th. The Nespresso Pop-Up Boutique celebrates the perfection of coffee and invites visitors to immerse themselves in a unique experience that only Nespresso can offer. 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.
A Decade of Outstanding Developments in Sustainable Quality at Nespresso
The Rockefeller Center and Grand Central Terminal installations come at an exciting time for Nespresso's sustainability efforts, including the tenth 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 over 56,000 farmers from eight coffee producing countries around the world.
The two experiences in New York City are the latest indication of the brand's continued domestic growth and its commitment to expanding its U.S. presence. Nespresso pioneered the global premium portioned coffee concept over 25 years ago when it introduced its range of smartly-designed and convenient single-serve espresso machines to European consumers. For more information on Nespresso, please visit www.nespresso-us.com
Rockefeller Center Visitor Information
"Taste the Extraordinary, the Perfection of Coffee from Nespresso" will be on view at the Channel Gardens in Rockefeller Center in Midtown Manhattan between 49th and 50th Streets from September 23rd-27th.
Hours: September 23rd; 8:00 a.m. – 4:00 p.m.
September 24th – 27th; 8:00 a.m. – 6:30 p.m.
Subway: F, M, D, B, to 47-50th Street Rockefeller Center; N, R, Q to 49th Street; 1 to 50th Street; 6 to 51st Street
Vanderbilt Hall Visitor Information
The Nespresso Pop-Up Boutique will be open in Vanderbilt Hall at Grand Central Terminal from October 1st – 4th.
October 1st, 2nd, 4th; 7:00 a.m. – 6:30 p.m.
October 3rd; 7:00 a.m. – 4:00 p.m.
Subway: 4, 5, 6, 7, S, and MetroNorth to 42nd Street Grand Central
For more information, contact:
About Nestle Nespresso SA
Nestle Nespresso SA is the pioneer and reference for highest-quality portioned premium coffee. Headquartered in Lausanne, Switzerland, Nespresso operates in almost 60 countries and has more than 8,000 employees. In 2012, it operated a global retail network of over 300 exclusive boutiques. For more information, visit the new Nestle Nespresso corporate website: www.nestle-nespresso.com.
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