Philip Morris

IQOS ILUMA Première

Client

Philip Morris Italy

What

The “IQOS ILUMA Première”: a three-stage roadshow in Milan, Rome and Bologna, dedicated to the launch of the latest, revolutionary IQOS device.

How

From the presence of a Master of Ceremony and a storyteller, to the Michelin-starred dinner, the events explored the concept of dynamism under the payoff "The Next Level Starts With You".

Location and Set-up

the atmosphere

The set-up consisted of a constantly changing space that led guests from one level of experience to the next: the entrance, with a large LED surface and vertical light bars all along the carpet, was followed by an experiential aisle and a main area where an immersive environment played with the reflections of both rooms and people. Finally, moving opaque mirrored walls lighted up in sequence, revealing luminous showcases and the stage on which the evenings' internationally renowned artists performed.