Customising the experience at Illy Caffe SoHo [The New York Times]
It’s a coffee themeland in this temporary experience featuring an art gallery, library, classrooms and espresso bar. Visitors can thumb through hundreds of volumes about coffee, turn to plasma TV to watch a silent 20-minute video about coffee, sit in classrooms educating about coffee or just enjoy international music along with their $5 cappuccino.
Gregory Fea, CEO of Illy’s North American operation says, “People can customise their experience. They don’t feel trapped.” About the “temporary (Sept 15-Dec 15) exhibit, “it a tremendously insightful to sit in the library and on the couch, engaging in conversations with them (customers).