In a city that defines taste, we proved the art of coffee never goes out of style.
In a city that sets the standard for culture and taste, we launched Why We Make It not as a campaign, but as a cultural moment, inviting New Yorkers to step inside the iconic illy logo at Hudson Yards and experience the “whys behind our coffee” through a playful, multi-sensory journey of flavor, aroma, and story.
Anchored by a bold takeover at the Vessel in Hudson Yards, New Yorkers stepped inside the iconic illy logo for a multi-sensory coffee experience of flavor, aroma, and story that turned an everyday cup into a cultural moment and brought Why We Make It to life.
