reveries magazine - Galleria Illy:
"'Illy, the Italian coffee,' has opened 'what is essentially a three-dimensional advertisement … in a 3,500-square-foot, two-story space,' called Galleria Illy, 'on West Broadway in SoHo,' reports Teri Karush Rogers in The New York Times (10/24/05). It’s a temporary outpost that opened on September 15th and is set to close on December 15th — classifying it as a 'pop-up store.' However, unlike most other short-term, seasonal, pop-up shops, Illy’s objective is not sales but brand-building. Specifically, it’s Illy’s attempted antidote to the ineffectiveness of traditional advertising: 'The ability to communicate your brand attributes is so much more possible with physical space like this than something you read in a magazine or watch on TV,' says Peter Golder, an associate professor of marketing at New York University’s Stern School of Business."
LINKS: Galleria Illy
