Italian coffee company illy will hold a one-week activation at Hudson Yards, New York City, where consumers can learn about the origins of its coffee.
In celebration of National and International Coffee Day on 1 October, illy is expanding on its Why We Make It campaign through the activation. The pop-up event aims to take visitors on a sensory journey through its illy Cube experience.
The first part of the experience is dedicated to aroma, where a company expert will explain the 17 characteristics of the brand’s coffee and the reasons behind its design.
Consumers can also visit the Cube Wall, an interactive installation where each cube contains a symbolic element from the company’s world: a coffee bean, an Arabica plant, the iconic cup, or the tasting spoon. The cubes are designed to give visitors an opportunity to learn more about the origin behind the coffee.
“Since the brand’s inception in 1933, illy has held itself to rigorous standards to ensure our coffee is the highest quality possible,” says Cristian Arcangeli, Vice President of Marketing and Commercial Strategy at illy North America.
“It is our intention that this pop-up will offer an immersive experience, guiding consumers to engage in all five senses and discover illy’s commitment to quality, as demonstrated by our five signature claims.”
Visitors will also receive a complimentary beverage, with the choice of the brand’s Classico and Arabica Selection Brasile Certified by Regenagri coffees. There will also be two signature drinks available to sample: the illy Almond Rose Latte and the illy Vanilla Clove Latte.
Consumers can visit the illy Cube pop-up in Hudson Yards directly outside The Shops from 10am to 4pm, 29 September to 5 October, with extended hours on Friday 3 October.
