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Nespresso innovates with a new boutique concept. When you walk through the door of the new store in Leuven since mid-June – the first of its kind – we are at the outset pleasantly welcomed by a specialist of the brand, for a personalized approach to the discovery of the whole Inventor range of aluminum coffee capsule.
Finished so the appearance a little static, even stuffy, place to a more fluid and more user-friendly experience for the customer, whether faithful or pbading. Here, the traditional crate is replaced by tablets and gives way to a spacious bar – thought to be a real place of life and meeting – where tasting sessions are held with house baristas.
Nespresso also has the the desire to put more emphasis on its environmental policy by providing dedicated areas especially for recycling and sustainable aspects of its coffee. A sensitive point of its DNA, Nespresso is often criticized for the waste caused by its small capsules although the brand ensures that the aluminum used is "recyclable to infinity".
"One in four recycled capsules is not enough!"
"One in four Nespresso capsules is currently recycled, which is clearly not enough, which is why we want to communicate more about the different options offered to our customers in terms of recycling " explains Stéphane Detaille, BeLux Marketing Manager, during the inauguration of the Leucanist point of sale.
"In the new concept store, a special corner is dedicated to recycling to encourage consumers to bring back their capsules or opt for other recycling solutions put in place. ability to recycle all the capsules we sell in Belgium and Luxembourg. ", he adds. Asked about the possible alternatives to aluminum, the marketing manager of the brand said he strongly believes in this material because it represents the best protection against oxygen, light and moisture for a quality coffee.
This new space in Flemish Brabant adds to the eight stores already present in our country. Two other Nespresso stores will soon welcome this new concept in autumn: one in Antwerp and the other in Liège. In addition, Nespresso has also launched a "pop-ups store" formula, which is ephemeral outlets set up for a few months in certain test locations. One, the first of its kind in Europe, is currently located in Liège in the Médiacité shopping complex. Another, smaller is present in Bruges, and a third is in Charleroi, in the Rive Gauche shopping center.
How to recycle its Nespresso capsules?
The recycling corner. © DR
Portioned portioned aluminum capsules can not be slipped into blue bags. According to Fostplus, they can not be recycled efficiently and are therefore part of the residual waste.
Several options are available to consumers wishing to recycle their used capsules. He may deposit them in one of the 11 Nespresso Shops in Belgium or Luxembourg, or in more than 1000 UPS withdrawal points . It is also possible to hand them over to DPD deliverymen when they deliver his order to him.
Also to the container parks
Since the beginning of May, together with in BW – the economic partner and for the province of Walloon Brabant – Nespresso has set up a pilot project in 17 recyparcs in BW . Consumers living in Walloon Brabant and Braine-le-Comte can bring their used aluminum caps. This project also extends to the recyparcs operated by the private company Renewi and serving the communes of Braine-l'Alleud / Waterloo and Mont-Saint-Guibert. The 19 participating parks have planned a specific container in which consumers can deposit their aluminum capsules, with or without a recycling bag.
Since the beginning of June, Nespresso has also been developing recycling points with the setting up of new sales and collection points in three Delitraiteur stores in Belgium. These first digital counters are located in Uccle, Nivelles and Waterloo. By the end of 2018, this project will be extended to 10 other Delitraiteur branches in Belgium. The ultimate goal is to equip the 37 Delitraiteurs Belgian franchises in this way by the end of 2019.
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