Word: espresso
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...happy with those computer monitors in Morse Music and Media), it has comfortable nooks for chatting with friends (next to the diesel-powered industrial photocopiers in the basement), and (lo!) it will soon have a café with a wide menu (single, double, triple, and quadruple espresso shots...
...performed a thorough investigation in search of the most egregious offenders and tried to develop some coherent theory to explain their presence. Some perpetrators are obvious. The John Harvard’s/Felipe’s/Starbucks corner combines an aromatic casserole of malty hops, stewed carnitas, and explosive, espresso-induced diarrhea. Walking into this invisible wall of stench can be sort of like being hit in the face with fossilized Brontosaurus shit. Another “trouble spot” is the alley behind the Kong, whose stench makes a taco fart feel like a warm summer breeze...
...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 caf 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...
Andrea Illy: Now is the perfect time. Awareness of coffee in America is at an all-time high. The purpose is to interact with the consumer and get them to know our brand. It's a new marketing approach. Here in America, espresso is often over-roasted, which is why it tastes bitter. We want to globalize espresso and teach consumers to drink it the preferred...
Illy: We think we can have a bigger impact this way. After three months, the novelty is gone. If it works, we will open more. We will have about 100 Illy Bar Concepts [espresso cafs] by the end of this year, mostly in Europe but also in Hong Kong, China, Japan and Australia. But we have no plans to open any in the U.S. We don't run these shops ourselves; we license them. We are industrialists, not retailers...