Philip Morris

Philip Morris Italy


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


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.

We challenge, we create, we transform.
Get in touch

Viale Fulvio Testi, 121
20162, Milan

Dubai Studio City, Bs 02
P.O. Box 500335

Arlington House, 220
Arlington Road, NW1 7HE
United Kingdom

Piazza Venezia, 11
00187, Rome

Al Raidah Digital City
Nakheel District
Saudi Arabia

Al Ghaith Tower 8Th Floor
Hamdan St.

Al Mosa Tower 4th Floor
P. Turki Bin Abdulaziz Street
Saudi Arabia