The global retailer’s pop ups offer free tastings of coffee and are tied into the Nespresso Moments social media campaign.
The experiential concept follows an ongoing trend of FMCG and food brands going into the retail space, such as Magnum’s Pleasure Store this year.
Nespresso is often nicknamed “the Apple of coffee companies” and is known for its instore customer service and luxurious fitouts.
It has spent the last few years significantly building its retail presence to around 10 sites in Australia.
It launched a self-ordering system for the first time in the Southern hemisphere at its Sydney flagship in July.
The Self Selection Room allows customers, referred to as ‘club members’, to take their chosen products to an automated checkout.
The concept has already been launched in international stores, such as Munich, Paris, and San Francisco.
Nespresso’s Westfield Bondi Junction store in Sydney is also launching a click and collect delivery system this year.
The pop up coffee bar inside Melbourne’s Federation Square is open for one week until September 22.
It will then move to Sydney on September 23 for another week-long stint of offering free caffeine hits.