What Colour is your Coffee ?

Nespresso, Bondi Junction.  Nespresso is matching the trend set by other big brand manufacturers to go 'retail' with flagship stores.  They typically spend up large on fitouts, and are loved by mall owners.  They don't really pay their way in direct sales, but are seen as 'investments' in the brand.  The question is, how do shoppers view them ? Do they feel more positively about the brand as a result ?  Personally I think that while awareness might be positively influenced, many of these brands have high levels of awareness already (think Sony), and sometimes having the brand 'personified' by a salesperson can remove the mystique of the brand.  What do you think ?