illy Cube Pop-up

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illy, a global leader in sustainable quality coffee, is unveiling a one-week experiential takeover at Hudson Yards 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.

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 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.

To further celebrate the pop-up launch, illy will be hosting a workout class led by health and wellness founder Melissa Wood-Tepperberg on Wednesday, October 1st, from 7:30 -8:30am at Edge at Hudson Yards.

Hours: Sunday-Thursday: 10am-4pm and Friday 10am-8pm

Open to the Public