illy, a coffee brand famous for its passion for art and commitment to supporting young artists, announced that it is now participating in ARCO, Contemporary Art Fair taking place in Madrid from February 16 through 20. In course of the event, illy will display artwork designed by Tobias Rehberger and introduce its Premio illy for SustainArt contest for young emerging artists.

Image: www.illy.com. ‘Camouflage’ of the illyspace at ARCOmadrid 2011

As mentioned in the company press release, ARCO is the best opportunity for illy to reveal its 20-year-long dedication to contemporary art. So, this year, illycaffè will present an artwork created in collaboration with Tobias Rehberger, who is famous for becoming a winner of the Leone d’Oro at the 53rd Biennial Exhibition of Venice and decorating illycafe cups for illy art collection in 2009.

More than that, this year at ARCO illy will hold its fourth annual award ceremony Premio illy for SustainArt in order to communicate the company’s approach to sustainable growth to the international artist’ community, by offering opportunities, visibility  and exchanges within the market of artists coming from developing countries.

In 2011, the prize will be awarded to young artists under 35. Their works will be on display in special section SOLO PROJECTS: FOCUS LATIN AMERICA. The nominated 11 galleries have been selected by Luisa Duarte, an independent Brazilian curator; Daniela Pérez, curator of  Museo Rufino Tamayo of Mexico City, and Julieta González, curator of the Latin American Department at the Tate Modern Gallery of London.

The award ceremony will be held on February 18, 2010. The winner will be elected byCarlo Bach, art director of illycaffè. The winner will receive a cash prize of 15,000.00 Euros and design a new set of illy Art Collection coffee cups.