TENSION:‍

Celebrate 10 years of reinventing the tobacco experience — through an event rooted in technology and simplicity, designed to rediscover pleasure.

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INSIGHT:‍

To represent the journey IQOS has taken, where each phase of the event offered a unique experience, culminating in a vibrant finale that led users into the Xtraordinary.

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SOLUTION:‍

We designed and executed an event that took guests on a journey through ascending levels of energy. As the day progressed, mixology, cuisine, and music elevated the atmosphere — reflecting the evolutionary path of IQOS over the past 10 years.

WHAT WE CREATED:

— A two-phase celebration:
A media event where the brand presented ILUMA, its new product, and gave a short speech before the main celebration.

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— Full production and execution of the celebration, transforming Casa Lamm into the official venue for IQOS’s 10th anniversary, with:
• Guest registration
• Volumetric installations
• Branded displays
• Display screens
• Beverage collaboration with Casa Prunes • IQOS Zone, featuring info counters and laser machines for customizing ILUMA bands with guests’ names
• Giveaways

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— Booking of internationally renowned DJs:
• Adriana Roma
• Grupo Miramar
• MuscleCars
• Felix Da House Cat

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— A live digital art performance by Mexican artist Rimihoyo, who created a living artwork in real time, guided by the rhythm of the music.