Explore the Whys Behind illy Coffee at Hudson Yards Pop-Up Experience

illy Unveils Engaging Pop-Up Experience in Hudson Yards

From September 29 to October 5, 2025, illy, the celebrated leader in sustainable coffee, is set to transform Hudson Yards into a vibrant homage to coffee culture, coinciding with National International Coffee Day. This unique one-week pop-up event, branded 'illy Cube,' is designed not only to celebrate coffee but to reveal the multitude of reasons behind the brand's exquisite brews.

An Immersive Journey Through Coffee

At the heart of the illy Cube experience is an immersive journey that mimics the sensory explorations guests would find at illy’s facility in Trieste, Italy. Expect to be taken on a captivating odyssey that engages all five senses. The adventure begins with an aromatic experience—participants will have the opportunity to engage with an illy expert who will guide them through the fascinating scents of the 17 key ingredients that contribute to the unique flavor of illy coffee.

After indulging in the aromas, visitors can interact with the Cube Wall, a creative installation where each cube represents an integral symbol of the illy universe—be it a coffee bean, an Arabica plant, or the signature illy cup. This interactive component features impactful narratives that detail the intricate journey from bean to cup, framed by illy’s five signature claims:
1. Selection - ONLY 1 BEAN OUT OF 100 MAKES THE CUT.
2. Blending - WE KEEP CHANGING SO YOUR COFFEE NEVER DOES.
3. Roasting - THREE ROASTS. ALWAYS BALANCED. NEVER CHARRED.
4. Pressurization - WE PERFORM WELL ONLY UNDER PRESSURE-IZATION.
5. Sip - THE FIRST SIP IS NEVER THE LAST.

Complimentary Tasting and Special Offerings

To conclude this sensory adventure, all guests will receive a complimentary beverage from the illy coffee selection, with options including the Classico Arabica Selection Brasile, which is certified by Regenagri. Additionally, illy will delight coffee lovers with two signature drinks: the illy Almond Rose Latte and the illy Vanilla Clove Latte, inspired by some of the unique notes in the blend.

Cristian Arcangeli, Vice President of Marketing and Commercial Strategy at illy North America, stated, "Since our inception in 1933, illy has prioritized high standards to ensure our coffee remains of the highest quality. This pop-up promises an immersive experience, inviting consumers to engage their senses and appreciate our commitment to exceptional coffee."

Partnership and Global Campaign

In addition to the pop-up attractions, the event will highlight illy's global "Why We Make It" campaign, featuring social media content from celebrated culinary content creator Maddy DeVita. She will share personal insights into her journey to Trieste, exploring the fundamental aspects of why illy coffee is crafted with such care and dedication.

To enhance this celebration, illy is also hosting a special 'Sky-High' workout class led by wellness expert Melissa Wood-Tepperberg at The Edge in Hudson Yards on October 1, from 7:30 a.m. to 8:30 a.m.

Visit illy Cube

Coffee enthusiasts and curious visitors can drop by the illy Cube pop-up at Hudson Yards from 10:00 a.m. to 4:00 p.m. daily, with extended hours of 10:00 a.m. to 8:00 p.m. on Fridays. This week-long event promises an unforgettable dive into the essence of quality coffee, culminating in the rich tapestry of experiences that define illy. For further details about illy's five signature claims and the event, please visit illy.com.

About illy

Founded in Trieste, Italy, in 1933, illy has been devoted to sharing the finest coffee globally. Their 100% Arabica blend features nine different ingredients and reflects a commitment to quality, sustainability, and exquisite taste. With only 1% of the best Arabica beans selected daily, illy serves over 10 million cups of coffee in more than 140 countries, ensuring a premium experience wherever it's enjoyed. The company also champions beauty and art, showcased through its collaborations with renowned designers and artists.

As a certified Benefit Company and the first Italian coffee brand to achieve B Corp certification, illy invests in creating a sustainable and aesthetic coffee culture, ensuring that every cup brings joy and inspiration to people around the world.