IQOS
In the framework of Primavera Sound, one of the most emblematic festivals of the international music scene, IQOS presented a promotional space that became a real meeting point for attendees. A place where technology, music and experience merged in an interactive proposal, with showroom areas, digital experiences and a chill out terrace that invited to live the brand in a unique way.
The IQOS space was conceived as a memorable, luminous and ethereal environment, in tune with the vibrant atmosphere of the festival. Its double-height structure stood as a visual landmark within the venue: an iconic piece that combined luminous dynamism with a translucent and semi-transparent aesthetic, generating a presence as light as it was hypnotic, somewhere between psychedelic and festival-like.
The first floor hosted the main brand experiences:
Product showroom, where the public could discover and experience IQOS solutions first hand.
Interactive areas designed to share on social networks and generate engagement with attendees.
The upper floor was designed as a chill out terrace, a relaxed and enveloping space from which to enjoy the live music, observe the festival atmosphere and connect with the brand in a more leisurely and experiential tone.
The result was a space that captured the spirit of Primavera Sound: avant-garde, free and sensory, consolidating the presence of IQOS as a brand committed to innovation, creativity and memorable experiences.
This project was carried out under the direction and conceptualization of Wildbytes.
