Illycaffè at the tenth edition of Frieze Art Fair
For the next three years the company will support the three international contemporary art fairs
illycaffè is global coffee partner of the tenth edition of Frieze Art Fair, the international contemporary art fair that this year gives an appointment to art lovers in May at The Shed in New York and October in London. As part of a three-year global partnership with Frieze Art Fair, illy confirms its multi-year commitment to promoting beauty in all forms, especially through art. After a busy year for the arts community, Frieze New York welcomes over 60 of the world's leading galleries that will showcase the creative ideas of great artists and emerging talent. The event will take place for the first time at The Shed, a major cultural institution in the heart of New York City.
Central to this year's programming will be the tribute to the Vision & Justice Project, the educational program that aims to make people understand the central role of art in the relationship between race and citizenship in the United States. Authoritative literary figures and renowned artists will meet within the Frieze Talk program, to talk about relevant topics related to the world of creativity. The main program will be accessible to the general public online, through the digital platform Frieze Viewing Room which, until May 14, will host a parallel edition of the fair with 160 international galleries.
"For a company like illycaffè that pursues sustainable quality, research and the enhancement of beauty and the new are key components of our corporate culture", says Massimiliano Pogliani, illycaffè CEO, "the beauty we refer to is connected to the Greek concept of kalokagathìa, which blends kalòs (beautiful) and agathòs (good) to create a new meaning in which the goodness of the aroma and taste of the illy blend is combined with the beauty of the visual and tactile experience of our product. Contemporary art best interprets these qualities and being a partner of Frieze Art Fairs, one of the most prominent events on the world art scene, is a source of pride”. Visitors and protagonists of the international fair will be able to taste an illy coffee in the pop up created for the occasion.
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