Bold and aromatic – that sums up Lavazza’s Australian A Modo Mio boutique coffee concessions, the third of which opened in Myer Sydney this month.

Lavazza is cashing in on the growing capsule-based espresso coffee craze pioneered by Nespresso and now adapted by a host of European coffee brands.

Lavazza business manager Trent Knox says the first two boutiques are “running hot” prompting the move to expand the concept into Sydney.

“From the success of the Lavazza boutiques in Melbourne, we were very excited again to partner with Myer to launch a third boutique at Myer Sydney City. Our business strategy, aimed at ‘encapsulating’ the Australia coffee market by maximising the Lavazza reach, has only been encouraged by consumers and by the popularity of the boutiques,” he said.

The boutique concessions are designed in line with the international Lavazza boutiques blueprint to showcase the pod system in an environment which reflects “a distinctive Italian style”.

A visually stimulating, contemporary Italian look is complemented by the arousing aroma of coffee.

Sydney’s Lavazza boutique also offers a modern, social and interactive element, through built-in iPads available for customer use a modern surround sound system.

The new Lavazza boutique also gives patrons the opportunity to attend coffee classes, run by Lavazza-trained baristas, where they will receive the best advice on how to achieve quality coffee at home.

As well as promoting the Lavazza A Modo Mio coffee machines, the boutique displays the Lattemento milk frothers (for cappuccino milk and babycino sippers) and eight different premium Lavazza A Modo Mio capsule blends.

More such boutiques are planned across Australia in coming months.