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.
