Violante Avogadro di Vigliano, the former chief communication and key client officer at Illycaffè, now CEO of Romanengo, talks to Vadim Grigoryan about the importance of working with external curators and having a creative director at a coffee brand. Art has been central to Illycaffè’s communication strategy since the 1990s, when James Rosenquist designed the current logo, and the brand’s long-running Art Collection campaign has seen artists including Yoko Ono, Robert Rauschenberg, Ai Wei Wei and Louise Bourgeois contribute unique cup designs.
Produced by Cultureshock
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