Illy’s X-Caps go live with omnichannel content campaign from M-Cube

Illy has partnered with M-Cube, the in-store digital solutions provider, to deliver a dynamic omnichannel content campaign to support the launch of its new X-Caps coffee pods. The campaign brought Illy’s story to life across central Milan, using high-impact formats to build visibility and anticipation around Illy Space – a branded pop-up in Piazza Gae Aulenti.

Designed to maximise impact across physical and digital channels, the campaign featured 3D visuals at The Corner Garibaldi – one of Europe’s largest DOOH LED installations. A fake out-of-home (FOOH) video also ran across Milan’s Porta Nuova circuit, alongside vertical cuts optimised for TikTok and Meta. It marked a high-visibility launch for the Italian brand’s latest innovation in coffee capsule technology.

Ahead of the pop-up’s opening, M-Cube created static “Save the Date” visuals for both out-of-home and social platforms, building anticipation and encouraging footfall. Visitors were then guided from these public touchpoints into Illy Space, where a second 3D display extended the immersive narrative inside the store, creating a seamless brand experience.

The campaign went beyond simple promotion, reflecting Illy’s wider brand identity: rooted in heritage yet driven by innovation. Known for fusing coffee culture with contemporary design, Illy often collaborates with artists and creatives to shape multisensory experiences. This activation extended that philosophy into public and digital spaces – bringing together design-led content, immersive formats, and curated environments to express Illy’s identity across every touchpoint.

Ross Pedgrift, UK Business Director at M-Cube, commented: “Illy is a brand that understands the value of design and storytelling, and this project allowed us to reflect that through depth and visual impact. Omnichannel campaigns like this are about more than just reach – they’re about crafting a journey that moves seamlessly from public space to personal experience. It’s a great example of how content can cut through and create curiosity, whether on the street or on social media.”