ILLY CAFFE REGENT STREET
Status: Completed 2014
Location: Regent Street, London
Client: illy Caffe
'81 years of hard work for 10 seconds of pure happiness'.
RAW has recently completed an installation for illy Caffe as part of the Royal Institute of British Architects Regent Street Shop Windows Project.
Founded in Trieste, Italy in 1933 illy have prodigiously invented, developed and refined every detail from bean to cup in their pursuit of the art of coffee-making. '81 years of hard work for 10 seconds of pure happiness' observes the 81 year history of illy and celebrates the 10 seconds of pleasure derived from the ritual drinking of an illy espresso.10 seconds are synonymous with countdowns. Countdowns evoke feelings of anticipation and excitement.
The installation of a street scale digital clock begins by counting from zero up to 81 reflecting the lifetime of illy. The final 10 second countdown culminates in the reveal of illy's latest invention - The illy Kiss Espresso Machine.
The installation ran from 1 - 21 September 2014.