The agency won the contract as part of a three-way pitch, and has been asked to bring to life the brand’s creative concept of a single drop of coffee suspended in mid-air. It will take place at the week-long event at La Triennale di Milano, a design museum and events space.
Capitalize has enlisted UK-based artist Alistair McClymont as part of the activation to represent nine of Illy’s aromas and coffee flavours for the exhibition, which will also incorporate words and images, as well as music by Italian composer Ludovico Einaudi.
The activity marks the formation of a new partnership between Illy and the Triennale, with the aim being to organise cultural events for the next three years. This will include the opening of an Illy space at the venue to host art exhibitions, installations and theatre performances.
Richard Moore, chief executive at Capitalize, said: "We are truly honoured to win this opportunity with Illy. The inspirational in-house team there have allowed us to explore a journey with them right through from concept to artistic direction and final delivery – and that’s what we do best.
"This brief is a natural progression for our agency, alongside our creative director Peter Kellett’s recent series of brand wins, including Puma, Bank and Size?. The installation in Milan will no doubt generate mass talkability in a creative heartland, and I look forward to witnessing the impact on exhibition visitors."
Andrea Illy, chairman and chief executive of Illy, added: "The installation designed by Capitalize will celebrate coffee in its essence and tell the story of the aromatic sophistication and perfect balance of its flavour.
"Coffee is so familiar to us and yet it is very difficult to appreciate its nuances; Capitalize will help bring these to life, and we are delighted to have them on board."
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