Experience the Essence of illy Coffee in a Pop-Up Setting
Join illy as it invites coffee enthusiasts to an exclusive experiential pop-up event in Hudson Yards. This week-long experience is designed to help consumers understand the intricate whys behind each cup of illy coffee. Running from September 29 to October 5, this event celebrates National and International Coffee Day, inviting everyone to explore the compelling stories that explain why illy is regarded as a leading name in sustainable quality coffee.
Immersive Sensory Journey Awaits
The illy Cube pop-up promises a sensory journey akin to visiting illy's renowned facility in Trieste, Italy. Guests will engage with the various aromatic notes representing the 17 key components that make illy unique. An expert will guide attendees through the aromas, allowing them to appreciate the complex fragrance profile of illy's coffee blends. The experience aims to connect visitors to why illy coffee is crafted to perfection and resonates with coffee lovers globally.
Discover the illy Cube
Visitors can also interact with an impressive Cube Wall featuring symbolic elements from the illy brand, such as coffee beans, Arabica plants, and the classic illy cup. Each cube reveals important stories related to illy's five production stages, ensuring consumers leave with a profound understanding of their coffee. The five signature claims are:
- 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.
- 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.
Complimentary Beverages and Special Drinks
At the end of the sensory experience, guests will be treated to a complimentary beverage of their choice from illy's selection, including the Classico and the Arabica Selection Brasile. They can also savor exciting signature drinks such as the illy Almond Rose Latte and the illy Vanilla Clove Latte, created to highlight the unique aromas found in their coffee blends.
Insights from illy’s Vice President
"Since our inception in 1933, we at illy have maintained rigorous standards to ensure the highest quality coffee possible," stated Cristian Arcangeli, Vice President of Marketing and Commercial Strategy at illy North America. He expressed hope that this pop-up would provide an immersive experience, allowing every attendee to engage their senses and appreciate illy’s commitment to excellence as showcased through its five signature claims.
Social Engagement Through Culinary Partnerships
The 'Why We Make It' campaign also features social content from the culinary creator and long-time illy partner, Maddy DeVita. Maddy will share her experiences and insights from her visit to Trieste, showcasing the reasons behind illy's production methods and the significance of creating coffee that touches hearts worldwide.
Special Wellness Event Celebration
To further enhance the pop-up experience, illy will host a wellness workout led by health and wellness expert Melissa Wood-Tepperberg on October 1 from 7:30 a.m. to 8:30 a.m. This class will take place at the Edge at Hudson Yards, offering participants a chance to invigorate their minds and bodies.
Experience illy Coffee Today
Consumers can visit the illy Cube pop-up at Hudson Yards' Public Square and Gardens from 10:00 a.m. to 4:00 p.m. daily, extending to 10:00 a.m. to 8:00 p.m. on Fridays. This vibrant showcase runs from September 29 through October 5. The event invites everyone to delve into the rich legacy of illy coffee and discover why it remains a preferred choice for coffee lovers around the globe.
About illy
illy is an esteemed Italian family-owned company founded in Trieste in 1933. With an unwavering mission to provide the finest coffee to the world, illy produces a unique 100% Arabica blend comprising nine essential ingredients sourced from only 1% of the best Arabica beans. Daily, over 10 million cups of illy coffee are enjoyed in more than 140 countries, encompassing cafes, restaurants, and homes. illy remains dedicated to sustainable practices, having adopted the status of a Benefit Company in 2019 while achieving B Corp certification in 2021, setting them apart as a leading name in coffee.
Through its Università del Caffè, established to spread the culture of quality coffee, illy offers educational programs in 24 countries. The brand continues to showcase its commitment to beauty and art, featuring contributions from renowned artists in its product designs. illy maintains a presence through 157 points of sale across 28 countries, reinforcing its global reach and timeless appeal.
Frequently Asked Questions
What is the illy Cube pop-up experience?
The illy Cube pop-up is a unique, one-week immersive event at Hudson Yards, providing visitors with interactive experiences to discover the qualities that make illy coffee exceptional.
When does the pop-up run?
The pop-up runs from September 29 to October 5, 2025, allowing guests to engage in various sensory and educational activities related to illy coffee.
What special drinks will be available at the pop-up?
Visitors can enjoy complimentary beverages, including illy's Classico and Arabica Selection Brasile, as well as signature drinks like the illy Almond Rose Latte and the illy Vanilla Clove Latte.
Who can attend the illy Cube pop-up?
The event is open to anyone interested in the culture of coffee and those eager to learn more about illy's commitment to quality.
What is illy's mission and history?
Founded in 1933, illy aims to provide the best coffee by using the finest Arabica beans. The brand is dedicated to sustainability and has established a significant global presence with a commitment to beauty and quality.
