Inspira’s Work on illy Cube Experience Featured in Event Marketer

Activating earlier this month from Monday, Sept 29 – Sunday, October 5, illy partnered with Inspira for the newest illyCube experience in Hudson Yards, New York City, allowing consumers the chance to discover the whys behind illy coffee.

In celebration of National & International Coffee Day, the activation took visitors on a unique sensory journey, as an extension of illy’s global “Why We Make It” campaign. The first part of the experience was dedicated to aroma, where an illy expert invited people to discover and smell the aromatic notes of all 17 ingredients that make illy’s coffee unique. From there, visitors interacted 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 illy Cube experience then concluded by giving visitors a complimentary beverage of their choice of illy’s coffee, featuring two signature drinks, the illy Almond Rose Latte and the illyVanilla Clove Latte, that are odes to some of the distinct aromas in the illy blend.

As covered by Event Marketer, check out the activation’s highlight here.