I visited Nespresso's NYC flagship, with free coffee and a speakeasy. It showed me how brands want to be our identity.

Nespresso opened a nearly 14,000 square-foot flagship in Manhattan.

Alice Tecotzky

• I visited Nespresso's nearly 14,000 square-foot NYC store, which offers free coffee and a speakeasy.
• Between choosing a favorite scent and engraving a cup, the brand seemed to focus on personalization.
• Despite the impulse to buy, it could function as a free third space — but I likely won't be back.

At 4:45 pm on Wednesdays, I'm used to hearing my editors discuss the evening's stories.