IQOS World revealed by
The IQOS World exhibition—which was visited by more than 205,000 people during Milan Design Week—was an artistic expression of the future, brought to life through a collaboration with well-known sculptor Alex Chinneck, whose art is distinguished by his bold and disruptive vision. Alex’s unique talent for combining art, architecture and theater in his work manifests on a monumental scale: The architecture itself, both inside and out, becomes transformed into a work of art, taking on new and unexpected shapes. The walls and floor become metaphors for a process of transformation, evoking—through imaginative portals—seemingly infinite routes to a newly imagined future.
Eitan Wynalda was the executive producer on this project and was asked to produce the project and manage all facets of the event.
Video credit: tangerine-films.co.uk