How to reinvent the old razor and razorblade trick. While getting a nation of handcrafted coffee drinkers to drink instant coffee. And have them stand in line for the privilege? Nespresso’s marketing geniuses offer handy “espresso” machines and coffee packed into serving size capsules sold in pretty boutiques or sent straight to your house. Every customer is registered, every expensive capsule is sold in a beautiful box, and everybody takes a number and watches the screen to be called to buy and taste. You bring your empties back to the boutique for recycling and buy again of course. It really doesn’t taste like an espresso made by hand at your corner cafe, but no one seems to care, you are your own maestro. And aftermarket for displays to show off your collection of instant coffee in your home!
By Maia Pay Ozguc
Barcelona Impressions. Be curious. Be present. Be Barcelona!