ysical space signals a change of direction for the brand, which primarily trades through retail partners such as Harvey Norman, The Good Guys and Myer, towards establishing a more direct relationship with customers.  “This direct connection is incredibly important for consumers as it will allow them to get hands-on with the wide range of automatic and manual De’Longhi coffee machines, learn about the different varieties of coffee beans and milks as well as allow them to find their perfect coffee roast,” Albertoni said.  “This knowledge and hands-on experience will ensure that when it’s time for a consumer to make that purchase, they know that they are purchasing a machine that is right for them and that caters to their specific needs. The connection will also ensure that consumers continue to use their De’Longhi machines in the best way possible.” ‘A long time coming’ Despite the challenges of the last two years, De’Longhi has seen increased demand for its coffee machines across all categories and price points.  “Most of our retail customers have an omnichannel structure so despite store closures, online sales and click-and-collect have seen a marked increase,” Albertoni said.  “Consumers continue to experiment with making coffee at home and the category continues to grow, even beyond the 2020 levels.  The move into bricks-and-mortar retail comes hot on the heels of the launch of De’Longhi’s virtual Coffee Lounge, which offers coffee education and exploration in an online setting.  Speaking at the opening of the store, Albertoni, said it was “a very long time coming”.  “It has been our desire to create a curated physical space where everyone, a beginner or an expert, can really embed themselves into a different coffee experience,” Albertoni said.  “This is a space where we are focused on the end-to-end coffee experience, a space where we want to celebrate our Italianity and our technology.”  Immersive store design The new store is split into three different zones. The first is a lounge area with two machines, where customers can make themselves a cup of coffee and take in the activity wall, which highlights product news as well as the activities happening in the experience centre on that particular day.  The central area of the store is referred to by Albertoni as a “transformation space” and this is where consumers can get hands on with the machines and learn how to create great coffee. At the coffee wall, visitors can learn about different varieties of coffee beans through a sensory coffee experience where they can see, taste and smell beans from local artisan roasters. And a self-serve kiosk invites visitors to discover coffee recipes and find the best machine to fit their needs.  At the back of the store is an area dedicated to coffee masterclasses. This area can be closed off from the rest of the store when masterclasses are in session, and when they’re not, the area can be used to host guests, retail partners or for one-on-one product demonstrations when the central area is busy.  Albertoni is hopeful that the concept can be rolled out to other locations globally.  “We are very proud to be the first country where the De’Longhi Group is launching this concept. The intent and desire would be to open others all around the world, also leveraging on the experience that we will gain here in Sydney,” he said.