For over 20 years, illy, the beloved Italian coffee company, has been working with celebrated artists on their illy Art Collection of cups and MCC was tasked with unveiling their collaboration with Anish Kapoor. A limited edition collection which debuted at the Venice Biennale, the cups were originally not going to be available in the US market until several months. Understanding the appetite for the artist’s work and the interest in this collaboration, MCC devised a pre-order concept so that the collection could be promoted at the time of its debut. An instant hit, the cups were featured in both The Wall Street Journal and The New York Times, at which point pre-orders of the cups immediately sold out. It remains the most successful art collection to date.