COFFEE FLOWERS IDEAS James Rosenquist Designs illycaffè's First Mug Collection

COFFEE FLOWERS IDEAS
James Rosenquist Designs illycaffè's First Mug Collection


Illy coffee has been fueling creativity for over a decade, through its sponsorship of major art exhibits, scholarship programs and commissioning a who's who of world renowned artists who have lent their talent to the illy cup collection. This fall, American Pop Art icon, James Rosenquist's newest design, Coffee Flowers Ideas, adorns illycaffè's newest shape—the mug. Two mugs of different designs will be packaged in a stylish gift box with a 250-gram can of illycaffè Medium Grind for Drip Coffeemakers, (suggested retail $50.00). The Coffee Flowers Ideas collection by Rosenquist will be available starting in October at the Guggenheim Museum, select fine gift and house wares stores and online at www.illyusa.com. The release of the Coffee Flowers Ideas collection by illy coincides with a retrospective of Rosenquist's work at the Guggenheim Museum that will debut on October 17, 2003.

James Rosenquist uses Coffee Flowers Ideas to depict the cycle of the coffee bean by using his trademark principle of superimposing images from a complex event that takes place over a long period in time. The design on each mug is a flash narration that illustrates various periods in the life of coffee—from plant through to the smile after the first sip. Splashes of images include the white petals of the coffee flower, the bright, red cherries that hold the coffee beans, a smile of satisfaction all within bold strokes of color. Rosenquist feels that his designs on the mugs show "the birth of intuition and ideas that generate pleasure and smiles.'

The mug is a stimulating addition to the illy cup collection which has exclusively featured espresso and cappuccino cups for the past decade. According to Andrea Illy, CEO of illycaffè, the decision to introduce the artist designed illy mug was once again centered on the total experience of the coffee ritual. "A good cup of coffee should not be a one-dimensional experience. The act of enjoying coffee can be heightened to stimulate all the senses—always taste and aroma, but now there is an aesthetic component—the act is both tactile and visual.'

The new collection, Coffee Flowers Ideas will be the third collaboration between Rosenquist and illycaffè. The relationship started in 1996, when the renowned American artist created the colorful Italian Riviera Cups for the illy collection and designed the new corporate logo. When asked to once again put his vision on illy porcelain, this time to launch the new form, Rosenquist answered with the bold designs, including beautiful coffee flowers and beans that envelop the first ever illy mug collection.

Illy Collection is the name given to sets of truly special cups designed to elevate and enhance the illy coffee experience. Since the concept was first introduced in 1992, an international who's who of artists have graced illy cups with their original designs. Artists Haim Steinbach, Louise Bourgeoise, Jeff Koons, Robert Rauschenberg, David Byrne, Naim June Paik, Sandro Chia and the legendary filmmakers, Federico Fellini and Francis Ford Coppola are among those who have been inspired by illy. Prized by collectors all over the world, the illy collections are signed, numbered and produced in limited editions.

Based in Trieste, Italy, illycaffé produces and markets a unique single blend of coffee and is the leader in both quality and innovation. It is available in more than 40.000 of the best restaurants and coffee bars all over the world, serving over 5 million cups of illy coffee a day.