illy Brings Italian Social Rituals to Hudson Yards
From September 29 to October 1, the Public Square and Gardens at Hudson Yards will transform into a contemporary Italian cortile. The pop-up, titled A Cup of Love, invites New Yorkers to trade digital scrolling for face-to-face conversation, using the backdrop of coffee culture to foster genuine human connection.
The installation features a newsstand-inspired kiosk and a cabana wall decorated with red love letters, designed to serve as a quiet sanctuary amid the city’s pace. Visitors can reserve 30-minute sessions to meet with friends, family, or colleagues, pairing their coffee with local pastries in dedicated lounge spaces. Guests are also invited to pen handwritten postcards to share on-site or keep as personal mementos.
Cristian Arcangeli, Vice President of Marketing and Commercial Strategy at illy North America, notes that the initiative aims to provide a tangible reason for people to disconnect from their devices and engage in dialogue. The event coincides with both National Coffee Day and International Coffee Day, reinforcing the brand's long-standing focus on the social dimensions of its Italian heritage. Reservations are available through the company’s website, with slots running daily from 11 a.m. to 7 p.m. throughout the three-day takeover.
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