NEW YORK, U.S. — illycaffè, global leader within the high-quality, premium coffee industry, presents the new illy Art Collection called “it’s up to you” that is perfect for Valentine’s Day gift giving. Designed by Matteo Attruia, the Italian artist known for his ironic and elegant works of art, this latest cup collection was inspired by the way “ransom notes” are written.
Attruia is known for working in mediums including painting, photography, recycled objects, and installations, which are some of the most diverse expressions of his art. For this illy Art Collection, the artist took the iconic illy cup designed by Matteo Thun in 1991 and created 36 combinations of different messages like “Love Me,” each one with its own meaning, but always positive.
By combining the words that are written on the cup with those on its accompanying saucer, coffee lovers can personalize his or her coffee experience by creating a different phrase each time.
Attruia’s design is not meant to be aesthetic or decorative, but aims to best represent a contradiction between significance and signifier, creating an obvious “short circuit” of expression.
“With the Matteo Attruia illy Art Collection, we wanted to highlight the connection between the consumption of coffee and sociability,” said Massimiliano Pogliani, CEO of illycaffè.
“This Collection allows coffee lovers to customize a message with a personal meaning. It represents a place where the language of contemporary art meets and merges with that of illy’s universe, creating a complete experience that is social, figurative, and tangible.”
The illy Art Collection of Matteo Attruia is available as a single-cup format for $40.00 on www.illy.com and in illy shops throughout North America.
