A new pop-up event at Hudson Yards, New York City, invites coffee lovers to explore the world of illy coffee. This activation celebrates National and International Coffee Day on October 1 and is part of the brand's Why We Make It campaign. Visitors can immerse themselves in a sensory journey through the illy Cube experience, which highlights the origins and quality of illy coffee.
• The event features an aroma section where experts explain 17 unique coffee characteristics.
• An interactive Cube Wall showcases symbolic items like coffee beans and tasting spoons.
• Guests enjoy complimentary beverages, including Classico and Arabica Selection Brasile coffees.
• Two signature drinks, the illy Almond Rose Latte and illy Vanilla Clove Latte, will be available for sampling.
This pop-up matters because it emphasizes illy's commitment to quality and engages consumers in a meaningful way. By appealing to all five senses, illy fosters a deeper appreciation for coffee culture, encouraging visitors to connect with the brand's heritage and values.
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