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MILAN, Italy – illycaffè presents a unique experience among the skyscrapers of Piazza Gae Aulenti: from May 10 to 18, Piazza Gae Aulenti will host illy Space, the experiential pop-up dedicated to X▪CAPS that blends innovation and espresso culture. The pop-up was created to celebrate X▪CAPS, illy’s new exclusive capsule and home machine system.
The result of over 90 years of experience and excellence in coffee preparation, X▪CAPS allows consumers to enjoy a superior sensory experience, in synergy with the communication campaign “The Taste of Emotion” by taking them inside the details that make this innovation in flavor and aroma truly unique.
Over the ten-day event, visitors will have the opportunity to immerse themselves in the illy world through an engaging journey that reveals the creation of X▪CAPS – from the selection of just the top 1% of the finest Arabica beans, to the innovative Hyperinfusion extraction system, designed to enhance every flavor nuance.
Guests will be able to discover the new product and taste it in an exclusive and immersive setting. At the end of the sensory journey, they’ll also have the chance to purchase X▪CAPS and receive a customized illy espresso cup as a gift.
The choice of Piazza Gae Aulenti is no coincidence: a symbol of contemporary Milan and a crossroads of innovation and culture, it serves as the perfect stage to showcase illy’s vision for the future of coffee.
Enhancing the experience further, illy will take over the surrounding urban space with a brand presence that begins at the illy Gae Aulenti store and extends across the entire Porta Nuova district through a high-impact teaser campaign. This presence will culminate in a striking 3D installation on The Corner digital billboard at Garibaldi Station—an innovative and unprecedented touchpoint.
The new X▪CAPS capsules, made of 85% recycled aluminum and available in Classico, Intenso, Forte, Decaffeinato, and Classico Lungo roasts, preserve the coffee’s freshness and aroma.
Their exclusive design ensures progressive and even extraction. The capsules’ symmetrical shape also enables bidirectional use, making the experience simple and intuitive for the consumer. Thanks to Hyperinfusion technology, X▪CAPS delivers a rich espresso with dense, persistent crema and an extraordinary aromatic experience.
The X▪CAPS system is completed by two new coffee machines designed by Luca Trazzi: the X1, a vintage design icon with a steel body, instant heating, and energy-saving features; and the X3, a minimalist and functional design made with 50% recycled or renewable-sourced plastic.
With this pop-up, the brand invites all coffee lovers in Milan and beyond to discover and experience coffee in a new, exciting, and authentic way. It’s a unique opportunity to be enveloped by the unmistakable aroma and flavor of X▪CAPS.
