A celebration of the senses through shifting layers of luxury. Objects appear in measured motion -perfume, champagne, caviar- each moment a new sensory encounter. The space flows like a living installation, where architecture and experience blur into one continuous indulgence.
Masters of LXRY in Amsterdam is where luxury brands meet space. More than just a tradeshow, it is a lab for space and experience. It turns brands into mini worlds where design, architecture, and branding collide. Every booth is its own verse, a place to explore how space, light, and material tell a brand story. Amsterdam’s event is a playground for ideas, textures, and immersive storytelling. For architects and designers it is a live study in making experience tangible.
Our concept gathers luxury objects into a world that IQOS inhabits and visitors want to enter. Guests are welcomed with full hospitality and childlike wonder. Like a Wes Anderson scene, rare perfumes, sparkling champagne, festive flora, exquisite caviar, and indulgent tobacco form an immersive line of holiday cheer, celebrating gifting through space, light, and material.
All the luxury objects move before visitors’ eyes on a sushi‑style conveyor, turning the display into an immersive ritual that blends spectacle, hospitality, and spatial storytelling.
Brass, black marble, velvet. Warm metal, dark stone, soft texture. Minimal, refined, spatially defined.
The installation is conceived as a spatial loop defined by flow and precision. A continuous counter anchors the plan, while the moving display organizes circulation and sightlines. Vertical lamellas and soft boundaries shape enclosure without mass.
People behind the project
Design /Concept: Eri Pontikopoulou, Gianluca Santosuosso in collaboration with Matte