The artist takes his cue from the technique of the threatening letter by breaking down the new illy Art Collection into 36 combinations of different messages. Each with its own meaning, but always positive. By combining the words imprinted on the cups with those on the saucers, anyone can personalize their coffee experience by creating a different phrase.
A choice that is not of an aesthetic or decorative nature, but rather aims to best represent the contradiction between meaning and signifier, producing an evident expressive short-circuit.
“With Matteo Attruia – explains Massimiliano Pogliani, CEO of illycaffè – we wanted to emphasize the aspect of coffee consumption linked to sociality. This illy Art Collection, decorated with words that the consumer can combine at will to produce meaningful messages, represents the place where the languages of contemporary art meet and blend with those of the illy universe. Producing a complete, social, visual and tactile experience “.