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Deets: illy, a global leader in sustainable quality coffee, will host a one-week experiential takeover in celebration of National & International Coffee Day, allowing consumers the chance to discover the whys behind their coffee. The activation, an extension of illy's global "Why We Make It" campaign, serves as a living expression of illy's commitment to bringing the most exceptional coffee to the world.
The pop-up will take visitors on a unique sensory journey, like the one you can experience only at illy's facility in Trieste, Italy. The first part of the experience is dedicated to aroma, with an illy expert who will invite people to discover and smell the aromatic notes of all 17 ingredients that make illy's coffee unique. The illy Cube pop-up brings the illy experience all the way from Italy to New York City – allowing consumers to explore why illy coffee is crafted the way it is, why it matters, and why it resonates with coffee lovers worldwide.
From there, visitors will interact with a Cube Wall, where each cube contains a symbolic element from the illy world: a coffee bean, an Arabica plant, the iconic cup, or the tasting spoon. The cubes will allow consumers to learn more about the whys behind illy's coffee through impactful storytelling, highlighting the journey from the bean to the cup via the brand's five signature claims, each of which are dedicated to a specific stage of the production process. These claims include:
Selection - ONLY 1 BEAN OUT OF 100 MAKES THE CUT.
Blending - WE KEEP CHANGING SO YOUR COFFEE NEVER DOES.
Roasting - THREE ROASTS. ALWAYS BALANCED. NEVER CHARRED - UNLIKE YOUR USUAL SUSPECTS. ROASTED (IN ITALY).
Pressurization - WE PERFORM WELL ONLY UNDER PRESSURE-IZATION.
Sip - THE FIRST SIP IS NEVER THE LAST. BUT THE LAST SIP IS JUST LIKE THE FIRST.
The illy Cube experience concludes by giving visitors a complimentary beverage of their choice of illy's coffee, available in: Classico & Arabica Selection Brasile Certified by Regenagri. There will also be two signature drinks, the illy Almond Rose Latte and the illy Vanilla Clove Latte, that are odes to some of the distinct aromas in the illy blend.
Consumers can visit the illy Cube pop-up in Hudson Yards directly outside The Shops from 10AM-4PM, and Friday 10AM-8PM starting Monday, September 29 through Sunday, October 5.
Sign up today and receive 500 Hearts plus 20% off your next illy.com purchase. Your next sip could be more rewarding than ever.
Hint for the Average Socialite: This event is free and open to the public.
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