Coffee advertising performance

An Illy Cafe located in New York uses a new version of the very popular form of indirect advertising called product placement. A 90 minute theatrical performance titled “28 seconds” is staged each Monday, where a crash course about coffee is included. 28 seconds is the time required to make a perfect cup of espresso. In fact, education, sampling and a theatrical performance are mixed in the play. The playwright, David Rosengarten has visited the coffee university of illy in Triest, to gather information from the most authentic source.