illy Launches Immersive Pop-Up at Hudson Yards to Celebrate the Craft and Culture Behind Its Coffee - Food & Beverage Magazine

"In an era where consumer attention spans are shrinking and brand loyalty is harder to earn, experiential marketing has become the secret weapon for food and beverage companies looking to cut through the noise. Italian coffee giant illy just proved this point with their ambitious "illy Cube" pop-up at Hudson Yards in New York City: a week-long immersive experience that's redefining how coffee brands connect with consumers."

"The illy Cube experience begins with something most coffee drinkers never think about: aroma education. Guided by illy experts, visitors discover the 17 distinct aromatic ingredients that create illy's signature blend. This isn't just marketing fluff: it's a masterclass in how premium food and beverage brands can educate consumers about quality differentiation. "Since the brand's inception in 1933, illy has held itself to rigorous standards to ensure our coffee is the highest quality possible," explains Cristian Arcangeli, Vice President of Marketing and Commercial Strategy at illy North America. "It is our intention that this pop-up will offer an immersive experience, guiding consumers to engage in all five senses and discover illy's commitment to quality.""

illy staged a week-long illy Cube pop-up at Hudson Yards (September 29–October 5, 2025) to bring a sensory replica of its Trieste facility to Manhattan. The activation centers on aroma education, where illy experts guide visitors through 17 distinct aromatic ingredients that define the signature blend. An interactive Cube Wall displays symbolic elements—coffee beans, Arabica plants, cups, and tasting spoons—that map to five signature claims and form a narrative from bean to cup. The experience engages all five senses, emphasizes hands-on learning, and uses immersive storytelling to demonstrate product quality and deepen consumer connection. The activation leverages experiential marketing to stand out in a crowded food and beverage landscape and build brand differentiation.

Read at Food & Beverage Magazine