IQOS World revealed by
Alex Chinneck

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 shapesThe 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:

  • Client: PMI