New illyshop in the heart of Milan
Milan, 9 July 2015 – The new illyshop at la Rinascente Department Store in Piazza Duomo, Milan - the internationally-renowned centre for premium, elegant Made in Italy shopping -opens its doors this Saturday, 11 July.
Located on Floor -1, the illyshop is a groundbreaking concept store that follows the illy boutique design rolled out recently in Piazza Gae Aulenti, Milan. The brand’s iconic elements play a starring role: the colours white and red, coffee cups, the company’s unique blend of coffee, and espresso machine design.
The shape of the central counter is inspired by one of illy’s figurative images: the espresso coffee cup. Two white cups, overlapping and viewed from above, are repeated on the counter as a motif to create an interplay of geometric forms against a red backdrop - illy’s signature colour.
The walls of this new corner fully embrace the customer within the illycaffè universe. Against a red backdrop, one wall states the brand’s key values: a strong link to Trieste, a constant quest for perfection, seeking out the good and the beautiful, and an ongoing focus on technological innovation. A second wall hosts a mosaic of an image from a Xanti Schawinsky poster, the first the Swiss artist advert designed for illy back in 1934.
The corner also features a large space showcasing illy’s range of products, from its various lines of espresso machines to illy’s limited edition Art Collections, its 100% Arabica blend (available as medium roast, dark roast or decaffeinated) and the Monoarabica lines consisting of the individual Arabicas used to make the traditional illy blend (Brazil, Colombia, Costa Rica, Guatemala, India and Ethiopia currently available).
Assisted by the staff, customers at the new illyshop can get hands-on experience of the machines, test them out, discover the differences between them and choose the one that best caters to their taste so that they are able to replicate the illy experience at home.
Surface area: 28 m2
Opening times: 9:30 am – 10 pm (until 31 October, during the Expo)
Phone – la Rinascente: +39 0288521
illycaffè was founded in Trieste in 1933; the company manufactures and markets a unique blend of 100% Arabica espresso coffee and is the leading brand in top quality coffee. Illycaffè is an official partner of Expo 2015, creating and managing the content, exhibits and events centred on coffee in the common area of the Expo Coffee Cluster. Almost 7 million cups of illy coffee are consumed daily throughout the world. illy coffee is sold in more than 140 countries and is served in over 100,000 of the world’s finest restaurants and cafés. Espressamente illy, the Italian-style café franchise, currently operates through 230 outlets in 43 countries. The company also set up and runs the Coffee University with a view to fostering and spreading the culture of coffee; this centre of excellence provides comprehensive academic and hands-on training for coffee growers, baristas and fans covering every aspect of the product. The company has approximately 1,084 people on its global payroll, and in 2014 posted consolidated revenues of €391 million. illy purchases green coffee beans directly from growers of the highest quality Arabica, based on partnerships underpinned by the principles of sustainable development. Out of its Trieste headquarters the company encourages long-term partnerships with the world’s best growers in Brazil, Central America, India and Africa, sharing know-how and technology and paying higher than market compensation.