illy Launches Customizable illy Art Collection Cups designed by Matteo Attruia

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Jan 17, 2019, 09:01 ET

NEW YORK, Jan. 17, 2019 /PRNewswire/ -- illycaffè, global leader within the high-quality, premium coffee industry, presents the new illy Art Collection called "it's up to you" that is perfect for Valentine's Day gift giving. Designed by Matteo Attruia, the Italian artist known for his ironic and elegant works of art, this latest cup collection was inspired by the way "ransom notes" are written.

Attruia is known for working in mediums including painting, photography, recycled objects, and installations, which are some of the most diverse expressions of his art. For this illy Art Collection, the artist took the iconic illy cup designed by Matteo Thun in 1991 and created 36 combinations of different messages like "Love Me," each one with its own meaning, but always positive. By combining the words that are written on the cup with those on its accompanying saucer, coffee lovers can personalize his or her coffee experience by creating a different phrase each time. Attruia's design is not meant to be aesthetic or decorative, but aims to best represent a contradiction between significance and signifier, creating an obvious "short circuit" of expression.

"With the Matteo Attruia illy Art Collection, we wanted to highlight the connection between the consumption of coffee and sociability," said Massimiliano Pogliani, CEO of illycaffè. "This Collection allows coffee lovers to customize a message with a personal meaning. It represents a place where the language of contemporary art meets and merges with that of illy's universe, creating a complete experience that is social, figurative, and tangible."

The illy Art Collection of Matteo Attruia is available as a single-cup format for $40.00 on www.illy.com and in illy shops throughout North America.

illycaffè is an Italian family business, founded in Trieste in 1933 and committed to offering the greatest coffee to the world. illy is the world's most global coffee brand, producing the unique illy 100% Arabica blend made of 9 of the world 's best selections of Arabica; each day more than 7 million cups are served in over 140 countries in the finest cafés, restaurants, hotels and in offices and homes. illy has become the standard forerunner of espresso, and thanks to three critical innovations, is considered the leader in the science and technology of coffee. With the bestowing of the first "Ernesto Illy Award for quality espresso coffee" in 1991 in Brazil, illy also pioneered direct sourcing, sharing know-how and paying a premium price for the best quality, based on partnerships underwritten by the principles of sustainable development. The company also founded the University of Coffee with the aim of fostering and spreading its culture, providing comprehensive academic and hands-on training for coffee growers, baristas and coffee lovers in order to cover every aspect of the product. Everything 'made in illy' is enhanced by beauty & art, which represent founding values of the brand, starting from its logo – designed by an artist, James Rosenquist – and including the renowned illy Art Collection, comprised of over 100 cups designed by international artists. In 2017 the company was employing 1,290 people, and posted consolidated revenues of €467 million. There are approximately 244 stores and mono-brand illy shops in 43 countries.

Press Contacts:
ALISON BROD MARKETING + COMMUNICATIONS
Annie Worthington
[email protected]
212-230-1800

Per ulteriori informazioni
www.illy.com
illycaffè Giovanna Gregori – Christine Pascolo, Tel. 040/389.0111
Ufficio stampa illy – Attila&Co.,
Fabrizio Brambilla: [email protected] / 02. 34970731
Valeria Sacchi: [email protected] / 02. 34970500
Piera Peruzzo: [email protected] / 02.34970523