Coffee company illy is connecting with consumers this month through an innovative pop-up space on display in New York City.
The Push Button House designed by artist/architect Adam Kalkin is built within an industrial shipping container. Within minutes—and at the push of a button—the shipping container can open out onto a five-room home with kitchen dining room bedroom living room and library.
The location at shopping hotspot Time Warner Center offers a built-in audience. “We naturally gain an increased awareness of this installation from the sheer amount of foot traffic and visitors in the area ” Greg Fea ceo of illy caffè North America told Buzz.
Consumers can enjoy a complimentary cup of coffee at the pop-up and learn about the company’s sustainability initiatives. Earlier this month a master barista offered demos on creating illy’s espress drinks and espresso-based holiday cocktails.
The brand is also using the space as an opportunity to preview its new Francis Francis! X7 Hyper Espresso System which goes on the market in the spring.
The pop-up is also tied in with a cause initiative; after touring the space visitors can make a donation to Cup of Kindness illy’s annual charity drive to benefit Share Our Strength an organization dedicated to eradicating childhood hunger.