The Power to Live Happ’illy’.
The Challenge
We were challenged by illy to deliver an engaging and memorable brand encounter at Taste of London 2023, by urging visitors to experience illy through multiple touchpoints throughout the event.
The Insight
illy has a brand ethos of giving people the power to live happ’illy’, meaning feeling good in oneself and feeling good about the positive contributions you are making in the world. We needed to go behind the big red logo to build an eye-catching activation that communicates this through three key pillars:
Good: excellence & quality,
Goodness: sustainability & ethics,
Beauty: art & Italian style.
The Action
At our spacious 100 square metre central illy coffee area, we hosted an array of engaging experiences, including signature blend sampling, coffee aroma workshops and special VIP events. Each experience guided coffee drinkers through the journey from bean selection to beverage preparation, highlighting illy's unwavering commitment to creating a more sustainable coffee industry.
To accompany our beautiful main stand, we also popped up three further coffee satellite bars, complete with illy's charming tuk-tuk coffee bar and an authentic Italian Vespa with a sidecar, providing the perfect backdrop for Instagram-worthy moments.
The Results
illycaffè was the chosen coffee partner for Taste of London 2023.
Our four coffee stations provided multi-touch brand experience to the 55,000 visitors over the five days.