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The article discusses an experiential marketing campaign launched by the high-end Italian coffee brand Illy Caffé. The campaign centers around the "Illy Push Button House," which is a standard issue shipping container that unfolds into a five-room living space with a push of a button, and does so in 90-seconds. Inside the home, holiday shoppers will be offered espresso and cappuccino refreshments, as well as other offerings. The home is located at New York City's Time Warner Center.