The Victor Hugo Nespresso Coffee Shop in Paris
August 15, 2005 One of the greatest challenges in life is to create a coffee at home which is as good as the best coffee you can buy in your favourite coffee shop. It's a complex equation involving obtaining the right equipment, refining the technique and obtaining the freshest and best quality coffee. There's a definite affinity between computers, high-performance people and coffee - we're not sure what the common elements are but high clock speeds seems to be part of the equation and there are few technology environments where caffeine is not the staple diet. Which sort of accounts for why coffee is one of the largest cost-centres for this humble magazine - all press briefings are over coffee, we have our meetings over coffee, and we drink coffee in our spare time, sometimes so often that the entire staff can levitate by 4pm in the afternoon on a busy day. So the news that Nespresso has unveiled a new compact coffee system was significant for us. Now while Nespresso is clearly related to Nescafe, the concept behind it is at the other end of the connoisseur scale, as we have previously explained. Indeed, Nespresso is so focused on nurturing the brand’s upmarket pedigree, it has opened dozens of coffee boutiques in the world’s cultural centres selling just Nespresso-produced coffee.
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