MILAN, Italy — As Milan’s widely acclaimed Design Week draws near, illycaffè is affirmed once again as the “coffee of design”, a testament that comes thanks to the rich itinerary of “hot spots” that wind through the city bearing the brand’s incomparable quality and rendering it a shared protagonist of this annual event.
The starting point of an ideal “illy tour” is rightfully in the context of reference of the Salone del Mobile.Milano, where this year, the company is Global Coffee Partner. illycaffè will be present at the fair as well as at official collateral events with spaces dedicated to tasting and discovering the unique blends.
A complete creative vision, which ranges from the collaboration with great Italian designers in making espresso machines, to world-renowned artists who sign the beloved espresso cups of the illy Art Collection.
From the Fair to Fuorisalone, illy expands and multiplies in different directions in several symbolic locations where it is now common to find oneself enjoying the unmistakable 100% Arabica blend in all its forms. From partnerships with the most prestigious brands in the sector including Cappellini, Cassina, Ceccotti, Driade, Fontana Arte, Kartell, Molteni, Moroso, Valcucine, to architects like Piero Lissoni at the Poltrona Frau and Bang & Olufsen showrooms: several have chosen to welcome the public with the authentic gesture of an illy coffee.
The fil – obviously – rouge of the illy map in Milan unites the goals and lends to the discovery of the new illy intensities: Classico with a smooth and mild taste, Intenso full-bodied taste, and Forte with its rich and strong character.
Among several scintillating collaborations, the partnership with Alessi stands out: a rediscovery of a grand classic of Italian coffee culture. At the Alessi stand in the fair, in occasion of the new coffee maker designed by David Chipperfield, one can discover the taste of coffee prepared with the illy blend.
“Moka” will also be a protagonist at the illy Caffè on Via Monte Napoleone, is given its own dedicated space honoring the rediscovery of this domestic ritual that evolves outside the home. A special, convivial tasting to share with tableside moka service, prepared with the new Moka Alessi in preferred illy flavors – Classico, Intenso and Forte– for a restful and regenerating break from the design circuit.
The vibrant atmosphere of the week extends to both of the Milano stores with two special aperitivo appointments, two feminine DJ sets where design becomes sound: Thursday, April 11th at illy Caffè in Piazza Gae Aulenti and Friday, April 12th at illy Caffè on via Monte Napoleone.
To finish, even in one of the most adored and popular addresses of the Salone community like the Spazio Rossana Orlandi, the presence of illy will be significant thanks to the support of the “Guiltless Plastic” project. In the first edition of the Ro Plastic Prize international competition dedicated to innovative projects in recycling and reuse of plastic materials, illy will grant an award in the category “projects for conscious innovation”, a topic parallel to the company’s vision.
The finalists’ works will be exhibited at Viale di Porta Vercellina 15 exhibition space, where all visitors can taste illy Cold Brew, the perfect drink for a context brooding with young creatives. “Bello & Buono”, the winning combination to finish, even symbolically, the journey of illy coffee in the city of design.