IQOS tasked us with designing a series of immersive brand spaces adjacent to live music events across Europe. The brief required creating environments where fans could engage directly with the IQOS brand before concerts, experiencing its lifestyle and sensory qualities in a hands-on, elevated manner. Each space needed to merge architectural innovation with experiential design, fostering a sense of community, enhancing the live event atmosphere, and translating IQOS’s brand values into tangible, memorable interactions that resonate with attendees.
We approached the project as an exploration of how architecture can embody and elevate a brand experience, working alongside our marketing partners to translate IQOS’s abstract values into tangible, spatial form. Designed for mobility and rapid deployment, each space unfolded through a sequence of interconnected pockets that staged multiple experiences. These zones guided movement and engagement, turning temporary structures into memorable, sensory journeys.
The floorplan is a fluid sequence of experiential pockets, each framing a distinct moment of interaction within a continuous spatial flow.
We dived deep into designing fully immersive moments engaging all five senses.
Alongside the concert venues, we were asked to design a modular, sustainable festival space – an adaptable assemble-disassemble structure that could be rapidly deployed, reconfigured, and reused across events, maintaining a coherent spatial and brand identity, delivering a consistent experiential quality, and creating a striking presence at night.
People behind the project
Architecture – Experiential Design: Eri Pontikopoulou, Gianluca Santosuosso
Creative direction – Project management: XYZ Brand Experience Agency, London