Design Development - Hospitality

illy

In the heart of Milan’s Piazza Gae Aulenti, illy Space: taste the innovation came to life — a futuristic pop-up concept dedicated to unveiling the X▪CAPS system and new home coffee machines.

Axielab led the design and creative direction of the space, transforming an ambitious vision into an immersive environment that guided visitors on a true sensory journey: from storytelling and tastings to digital engagement and interactive areas. Every detail was carefully crafted to awaken the senses and bring the illy universe to life.

Through Axielab’s creative contribution, illy Space became an innovative and memorable experience, seamlessly blending aesthetics, functionality, and engagement.