For IQOS at Primer Festival 2025, hosted for the first time at OAKA, we designed and delivered a dual-stage brand environment that translated the “Curious X” campaign into a fully immersive experience.

At the main outdoor stage, we developed a 100 sq.m. architectural hub conceived as a branded oasis within the festival landscape. A five-meter container-based structure established a strong vertical presence, framed by artificial turf, oversized turquoise planters, and greenery. A custom IQOS logo gateway operated as both a striking entrance statement and a photo landmark. The space integrated a lounge zone, an engraver station for device personalization, and an interactive ZYN reflex activation, driving meaningful product engagement.

At the late-night indoor stage, we reinterpreted the concept within a compact 12 sq.m. booth without compromising impact. A corner backdrop, turquoise floor graphics, and precise lighting design amplified brand visibility in a low-light environment, while touchscreen digital activations sustained continuous interaction.

The outcome: two synchronized brand environments, perfectly attuned to the festival’s flow and energy.

Duration
2 days

Guests
open to the public, 2500 engaged visitors

Venue
OAKA

Event Elements

Event Design | Branding & Engagement | Event & Crowd management