Illy Shop is a concept shop by Torino/New York based architect, Caterina Tiazzoldi. The reconfigurable store was built in Milan, in Galleria San Carlo, and is characterized by different modulations of a single element — a “cube” with a 45 x 45cm-squared base.

The shop was created using 200 cubes which have been specifically designed to adapt to the different dimensional composition of the Illy Café products. The same cube is used for the tables, the desk counter, for storage, for the lighting system, video frames, communication, and the recycling bins.

More from Caterina Tiazzoldi — “By reconfiguring the different modules according to the performances required, (accessibility of the products from the outside, number of item to display, level of transparency desired, product size) it becomes feasible to represent different characteristics of the Illy products, while the solution also allows fitting it into different locations.

The system engender from the walls and the ceiling, creating a disoriented expansion. The differentiated space dimensions appears to become one, transforming it into a game where user’s sight shifts from an object to another discovering the inside.”