Illycafe Hosts Unique Brand Exhibition for Illy Coffee Enthusiasts in Gangnam

- Illy Cafe Brand Exhibition, the Second in Asia, Held in Gangnam, Seoul
- Showcasing Illy's Heritage Experience Tours and Eco-Friendly New Coffee Machines

Quro Holdings Co., Ltd. (CEO Jo Jung-ki), the official Korean partner of the global Italian coffee brand with a 90-year tradition, illycaffe S.p.A, announced that it will hold an experiential exhibition, LIVE HAPPILLY IN SEOUL 2023, where illy coffee enthusiasts can see and experience the sensibility of illy firsthand. The event will take place from Thursday, June 15 to Sunday, June 18 at Monaco Space near Gangnam Station.

This LIVE HAPPILLY IN SEOUL 2023 exhibition will showcase not only the Italian coffee culture and history that illycaffe has spread for over 90 years since 1993, valuing happiness in life as its greatest asset, but also the company’s spirit regarding art and happiness through a variety of engaging experiences.

First, the exhibition will introduce illy’s 90-year history, the process of making illy coffee, and the aroma experience. At the same time, the illy Art Collection, a collaboration with renowned artists sustained for 30 years, will be presented. This year, newly collaborated works by JUDY CHICAGO, along with the illy Art Collection co-created with Korea’s representative artist Nam June Paik, will also be on display.

Additionally, visitors can explore various products including the popular capsule coffee machine Y3.3 in a new color version, the newly launched ‘illy Cold Brew Blade,’ and the eco-friendly new home-use ‘Easy Machine’ model. There will also be diverse events such as a VR experience on BCorp and sustainability, as well as home caf? classes.

What makes this exhibition particularly noteworthy is its interactive format, featuring docent-led tours and a stamp challenge that allows visitors to engage with the illy brand and enter a raffle event, adding many fun elements.

Yoon Sang-jin, Executive Director of Quro Holdings, the exclusive Korean partner of Italy’s illycaffe S.p.A, said, “Following last year, this exhibition, held only in Korea in Asia, will be a place where visitors can directly experience Italian food and beverage culture presented by illycaffe, the science of perfect taste, encounters with art, and efforts toward sustainability.” He added, “We look forward to the participation of many who love illy.”

Those wishing to attend the event can pre-register through the illycaffe website or official mall, and same-day visits are also possible.

Illycaffe, founded in 1933 in Trieste, Italy by Francesco Illy, who invented the world’s first steam espresso machine, is a third-generation coffee brand. It was the first Italian coffee company to receive BCorp certification and has been named one of the “World’s Most Ethical Companies” by the Ethisphere Institute for 11 consecutive years.