Illy Promotes Espresso Machine with a Modular Home
To launch its new espresso machine, the iperEspresso, Illy created the Push Button House, which was a modular structure that, with a punch of a button, would transform from a 15,000-pound pile of junkyard parts and recycled materials into a five-room home with a kitchen, dining room, bedroom, living room and library constructed within a standard industrial shipping container. As it unfolded before the eyes of consumers, it exuded the aroma of espresso through an integration of engineering, architecture and artistry.
Each room of the house relates to a different “Illy moment” and helped debut the new machine. Inside, consumers watched a portion of a documentary on the making of Push Button House, and could make donations to Illy’s Cup of Kindness charity initiative, which was a secondary goal of the campaign that drew more than $100,000 in donations.