Project: Booth Design for IQOS ILUMA in AXDW
Presentation of the new design device of IQOS ILUMA. During this new design concept, IQOS decided to inform the audience through different promotions by call the users to bring their old IQOS device for recycling. Sustainability is considered one of the most important factors of IQOS. Based on the new change, IQOS creates a fashion touch point with its audience at Athens Exclusive Designer Week.
Role: Art Direction, Design and 3D Visualization
Production company: MAGNA Events
Client: PAPASTRATOS
Location: Athens Conservatoire
Event: Athens Exclusive Design Week
Exterior set up
A wooden circular structure is consisted by simple materials such as wooden piles, a circular cutting canvas ceiling, some vines and sheer weave curtain. Due to unpredictable weather conditions, thin wooden piles are installed on the two sides for insulation and two stylish outdoor white heaters are placed inside the structure, giving it a warm feeling. The furniture’s Scandinavian style represents simplicity with an emphasis on functionality and simplistic beauty influenced by nature.
Interior set up
A wall of recycled cardboard cylinders, placed on a curvy arrangement, not only covers one side of the installation, but some of the cylinders contain nooks in which warm lights and plants jump out of them. The same design is given on the inside part of that wall. Two circular areas are integrated into the installation which host the two stations- first station: Sustainability information Second station: Cash wrap
The guest follows a path, a smooth transition from one station to another:
1st station ─ Sustainability: The guest enters in the first circle where he learns through a digital (interactive) screen about the sustainable innovation of IQOS. Then, the guest can obtain components of old IQOS device from the recycled cardboard cylinders that work as vending machines.
2nd station-Work station: A wooden table is placed in the workstation with all the necessary tools and objects to demonstrate the process of re-use.
Between the circle stations is positioned, a white storage. One of the sides is covered by the recycled cardboard cylinders whereas its other side is covered by a digital print surface, illustrating greenery wallpaper with the quote “We change our habits, we change the world"
3rd station- Cashier: The experience ends in the second circle area where the guest can purchase IQOS product.
Sheer curtains softly cascade down the installation’s front perimeter, meeting the laminate wooden floor. The curtains’ weave form refers to the circular shape of IQOS while it injects a sense of liveliness within the booth. Branding is treated like a lighting installation (neon flex)- the logo hangs like an artwork, distorted beneath the vines(plants).
Exterior set up floor plan and materials
Interior set up floor plan and materials
Both set ups have a curvy geometric shape, a circle. Circle, as a symbol of extensive meanings, represents the notion of unity. The reason most of us are drawn to it so much is because the circle symbolizes inclusion. Our circle (i.e., friends), the circle of trust, or better ─ the circle of life. This notion justifies the shape of the installations related to their purpose, (or use,) in the event: recreating the old equipment in something new.
