For IQOS Event Series 2025, we created more than a sequence of brand appearances. We designed a unified brand identity that moved seamlessly across concerts, festivals, and night events, forming one cohesive and instantly recognizable IQOS brand experience.

We developed and delivered over 15 bespoke set-ups under a consistent premium design language. LED walls, custom-made furniture, curated lighting, and signature turquoise accents ensured that every space felt unmistakably IQOS, regardless of venue or scale. Across high profile concerts and major festivals, such as Athens Street Food Festival and Primer Festival, and club events throughout Greece, the brand presence remained bold, distinct and immersive.

Our approach balanced coherence with adaptability. Large-scale experience hubs operated as immersive brand destinations, featuring custom logo gateways, lounges, and high-impact lighting. More intimate indoor set-ups maintained strong brand visibility in low-light conditions through backdrops, floor graphics, and atmospheric illumination. Carefully designed layouts ensured smooth visitor flow and effective crowd management. Interactive touchpoints, including IQOS device personalization, photo moments, and curated activations, transformed each space into an active engagement environment.

Duration
year-round

Guests
Open to the public

Venue
15 separate events and festivals

Event Elements

Event Design | Branding & Engagement | Event & Crowd management