A substantial, tailor made, launch event to introduce Philip Morris' new IQOS model.

The event’s  800 guests explored the new IQOS 3 DUO through an engaging "brand experience" area, featuring a live performance with dancers, LED tubes, and music by violinist Andrea Casta and Bamboo musicians. Highlights included a unique photo booth with an upside-down room and culinary delights using low-temperature cooking from Chef Riccardo di Giacinto,. Guests also enjoyed smoothies made from energy generated by pedaling on a stationary bike. The evening concluded with a DJ set by Martin Solveig and a photography exhibition by Samantha Casolari.

A comprehensive production that seamlessly integrating storytelling, visual effects, and brand messaging, all designed to transform audience perceptions and highlight the innovative qualities of the IQOS product.