Espresso lovers already know the name Illy. But Andrea Illy, 41, CEO of the coffeemaker, based in Trieste, Italy, and a grandson of its founder, wants the rest of the world to associate his family's name with the dark, silky brew too. Illy, a trained chemist, has high hopes that the Galleria Illy--a temporary café and showcase for the $265 million company's products, from coffee to espresso machines, that opened last month in Manhattan's trendy SoHo--will help him do that. He spoke with TIME's Dody Tsiantar about his plans.
TIME: Why open the Galleria Illy now?
Andrea Illy: Now is the...
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