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Nespresso in Amsterdam: when an iced coffee becomes a brand experience

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As part of our retail tours, the Lemens & Partners team visited the Nespresso ephemeral pop-up installed at the headquarters of fintech Adyen, in the heart of Amsterdam.

A Vertuo World scenography

To understand this pop-up, one must first understand what inspired it. In April 2026, Nespresso launched Vertuo World, described by the brand as the biggest campaign in its 40-year history with Dua Lipa as its new global ambassador. A major strategic repositioning: after two decades with George Clooney, Nespresso chose one of the most culturally influential icons of her generation to target a younger audience, more attuned to cold coffee, digital consumption and a contemporary aesthetic.

The Amsterdam pop-up is the physical translation of that campaign. Sky-blue tiling, pink arches, fuchsia inflatable furniture, blocks of transparent resin evoking giant ice cubes, the entire visual universe of Vertuo World comes to life in the space.

nespresso-cold-coffee-pop-up-adyen-amsterdam
nespresso-cold-coffee-pop-up-adyen-amsterdam
nespresso-cold-coffee-pop-up-adyen-amsterdam

Coffee served as a product demonstration

The coffee offered on-site is not a commercial gesture. It is a product demonstration disguised as a moment of conviviality. The visitor experiments, discovers iced coffee, and leaves with a sensory impression of the brand far more powerful than any advertising campaign could create alone. The pop-up extends the campaign to where advertising stops in taste, and in memory.

nespresso-cold-coffee-pop-up-adyen-amsterdam
nespresso-cold-coffee-pop-up-adyen-amsterdam
nespresso-cold-coffee-pop-up-adyen-amsterdam

What this tells us about the future of retail

Global campaigns are no longer deployed solely on screens. They seek to exist physically to be lived rather than merely seen.

Nespresso is not simply selling a coffee. It is selling a coherent universe, from the advertising poster to the cup served on the spot. It is this continuity between the global campaign and its retail incarnation that makes the experience truly memorable.

Retail tours have become essential for tracking trends, innovating and drawing inspiration. Lemens & Partners analyses global retail movements through the lens of your strategic challenges, observing what works elsewhere to help shape the retail of tomorrow.

We design and lead bespoke retail tours with our international experts. The field is an endless source of ideas.

Get in touch to organise your next retail tour.

Satisfy opens its first time boutiques in Paris

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As part of our retail tours, the Lemens & Partners team attended the inauguration of Satisfy’s first two boutiques on 4 September 2026, at 47 and 54 rue de Saintonge in the Marais.

Founded in Paris and built on digital, the brand has established itself as a global reference among runners seeking alternative aesthetics. Since 4 September, Satisfy now offers two distinct spaces a few metres apart, each perfectly embodying one of the brand’s two identities.

47 rue de Saintonge: Satisfy Supply

You step into a raw space. On the floor, concrete slabs display the collection’s pieces as if they were exhibition objects. On the walls, a metal grid holds punk vinyl records with Minor Threat, Gorilla Biscuits, Youth of Today, alongside t-shirts and technical equipment. The space was conceived by architecture studio Ciguë alongside Brice Partouche, the brand’s founder and creative director. Notable pieces signed by Jean-Baptiste Durand are also on display.

Satisfy bears no resemblance to a conventional sports store. This is a space at the intersection of trail running, punk and counter-culture. To complete the overall experience, a bespoke ambient fragrance was created specifically for the store.

Pieces are presented in limited quantities, laid on their slabs like works of art, accompanied by sober, precise technical sheets.

satisfy-boutique-vetements-marais-paris
satisfy-boutique-vetements-marais-paris
satisfy-boutique-vetements-marais-paris

54 rue de Saintonge: the Fuel Station

A few metres away, the second space operates as a literal refuelling station. A coffee counter offers drinks selected and described not by flavour, but by effect: “clean stimulation, alertness, focus”, “fat-based energy, endurance, steady energy”. Steel containers allow visitors to refill their water bottles on the spot.

Beside the counter, a fully curated nutrition library: Maurten bars, Pillar magnesium, Oskar cream, Reishi Sun Potion…

This is not a sports grocery. It is a preparation space, designed for those who treat running as a serious practice.

satisfy-fuel-station-comptoir-cafe
satisfy-fuel-station-comptoir-cafe
satisfy-fuel-station-comptoir-cafe

What this tells us about the future of retail

Digital-native brands that choose to establish a physical presence are not simply opening a shop. They are building a place that embodies their culture.

Two spaces, two functions, one identity. It is precisely this coherence between brand universe and physical space that makes this launch remarkable.

Designing this kind of space requires profiles capable of thinking simultaneously about cultural identity, spatial design and product curation. The kind of talent we help find every day.

At Lemens & Partners, we design and lead bespoke retail tours to help you observe what works elsewhere and build the retail of tomorrow. We also support companies in recruiting the creative profiles capable of bringing these experiences to life.

Retail tour, recruitment, or simply a conversation? Get in touch: contact@lemensandpartners.com

BONBONBON Bonduelle

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How do you reinvent a product that’s already sitting in almost everyone’s cupboard? Bonduelle’s answer, turn it into a pop-up experience that’s colourful, playful, and surprisingly cool. After testing the concept with a first street-side shop in Villeneuve-d’Ascq last year, the brand brought its cheerful green universe to the heart of Paris this spring.

Part grocery shop, part restaurant, part creative experience, the Bonduelle BONBONBON Pop-Up gives visitors a fresh way to look at canned and preserved foods. Styled like a fun little “supermarket,” the space mixes iconic products with newly launched ranges, while showing just how versatile these everyday staples can be.

bonduelle-pop-up-epicerie-ludique-paris
bonduelle-bonbonbon-restaurant-street-food
bonduelle-bonbonbon-restaurant-street-food

And the real surprise? You can actually taste everything on site. The restaurant area serves freshly prepared dishes inspired by street-food culture, transforming humble canned vegetables into colourful, flavour-packed creations that feel anything but ordinary.

It’s a playful reminder that even the most familiar cupboard essentials can still surprise you.

Retail tours have become essential for tracking trends, innovating and drawing inspiration. Lemens & Partners analyses global retail movements through the lens of your strategic challenges, observing what works elsewhere to help shape the retail of tomorrow.

We design and lead bespoke retail tours with our international experts. The field is an endless source of ideas.

Get in touch to organise your next retail tour.

The Carwalk Renault: a tool for fostering emotional connection. 

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Open until 9 June, the Carwalk Renault has taken up residence on the Champs-Élysées as a hybrid space combining exhibition, dining and retail. The Lemens & Partners team visited the venue as part of their retail tours. 

As soon as you enter, the space makes a striking impression with its sheer scale. Spanning several floors, the brand presents a vision it describes as a «  visionary concept ». 

First and foremost, the exhibition showcases a number of iconic models. The Renault Twingo, conceived in collaboration with Sabine Marcelis, a Dutch artist and designer, created in 2023 to celebrate the model’s 30th anniversary. Or the Renault Suite N° 4, designed with French designer Mathieu Lehanneur, a nomadic car conceived in the spirit of a hotel suite. Two collaborations that say a great deal about how Renault views its own brand culture.

The layout of the space naturally guides you towards the café-restaurant, then on to an area dedicated to the works of Icelandic painter Erro Gudmundur. This collaborative project with the brand reinterprets automotive culture through Renault models using pop art figures. The top floor is dedicated to relaxation: vinyl records to listen to and free-to-play arcade machines offer a leisurely way to round off your visit.

The brand’s latest models are on display throughout the exhibition, but never in an intrusive way. And for those who’d like to take home a souvenir, The Originals Store offers accessories, toys, clothing, miniatures and even a Renault-branded coffee machine.

Le Défilé Renault - Retail Tour - Lemens & Partners
Le Défilé Renault - Retail Tour - Lemens & Partners
Le Défilé Renault - Retail Tour - Lemens & Partners

Renault isn’t trying to sell cars here, at least not directly. The Carwalk Renault is, above all, a tool for building an emotional connection. People stay there, linger there, and come back. And that is precisely where the brand gains something far more lasting than a simple transaction: it gains the visitor’s emotional attachment to the brand.

By showcasing its heritage through artistic collaborations and iconic models, Renault is transforming retail into a canvas for expression. Pop Art meets automotive culture, the showroom becomes a gallery, and the brand leaves a lasting impression on visitors that goes far beyond the product itself.

This sends a strong signal to all brands wondering about the future of their physical retail operations.

Le Défilé Renault - Retail Tour - Lemens & Partners
Le Défilé Renault - Retail Tour - Lemens & Partners
Le Défilé Renault - Retail Tour - Lemens & Partners

Retail tours have become essential for tracking trends, innovating and drawing inspiration. Lemens & Partners analyses global retail movements through the lens of your strategic challenges, observing what works elsewhere to help shape the retail of tomorrow.

We design and lead bespoke retail tours with our international experts. The field is an endless source of ideas.

Get in touch to organise your next retail tour.

Tom Ford Beauty: The First European Boutique Opens in Paris

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Tom Ford Beauty has arrived in Europe with the opening of its first beauty boutique, right in the heart of Paris.

From the moment you walk in, the store’s design reflects Tom Ford’s unique style, architectural, minimal, and bold. A marble table stands in the center of the space, a clear nod to the brand’s fashion shows. This strong material highlights the colourful perfume bottles, displayed like pieces of art.

The customer experience is central to the store. The expert team is warm, attentive, guiding visitors through a true fragrance journey. Each scent, each note, each story is shared with care. Guests come not only to try, but also to learn to understand how a fragrance is built and what inspires each collection.

Every product, with its sharp design and refined finish, echoes Tom Ford’s architectural style. It’s a perfect balance between design, product, and experience, expressing the pure essence of Tom Ford’s creative vision.

With this opening, Tom Ford Beauty is not just expanding in Europe,  it’s sharing its vision of luxury retail, where style becomes experience, and every detail, from the space to the storytelling, speaks of beauty and desire.

12 rue Cambon, 75001 Paris
11am – 7pm Monday to Sunday

RICOLA, THE SWISS ALPS IN THE HEART OF PARIS

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Nestled in the heart of Paris’s Marais district, the Ricola boutique invites visitors on a unique sensory journey into the world of the iconic Swiss herbal candy brand.

As visitors step inside, they’re welcomed by a vibrant wall of herbal sweet boxes — Ricola’s unmistakable visual signature. The boutique blends modern design with a warm, inviting feel, featuring light wooden shelves, suspended greenery, and accents of green and yellow that echo the Swiss mountains where the herbs originate. Every detail contributes to an immersive environment that inspires both escape and relaxation.

The concept of the boutique goes beyond simply selling products. It offers an interactive experience through monthly workshops such as herbarium creation and relaxation sessions. Visitors can also put together their own assortment of sweets at the candy bar, or discover Infuselles, Swiss herbal infusions, available loose or in tins. Exclusive collaborations, such as eco-responsible t-shirts and collector’s boxes, enhance the range of products on offer. The result is a true experience centre, combining culinary pleasure and well-being.

This initiative is part of a storytelling strategy to introduce the brand to younger customers, and to highlight its commitment to nature and sustainability. Ricola is taking a modern approach, appealing to a new generation while highlighting its rich heritage.

In this way, the Ricola boutique in Le Marais stands out for its innovative approach, combining sensory marketing, ethical commitment and a rewarding customer experience.

4 rue Pavée, 75004 Paris
11am – 7pm weekdays
12pm – 8pm weekends