Spanish Launch of Philip Morris’ IQOS3.
More than 700 attendees present at the Palace of Cibeles, Madrid’s City Hall, on February 13 13 2019, including influencers, celebrities and national press.
The concept was based on UNBOXING, interest in discovering what is inside a box increases expectations regarding the product.
The selected venue was a very well-known and traditional building located in the center of Madrid.
The invitations were in the form of packages, boxes, sent to invitees homes. The event was a tour of discovery of IQOS3’s five promises, represented by PROMISES BOXES via stands, videos, decoration and scenography.
Invitees could become part of the UNBOXING process, living the experiences hidden inside the boxes:
BEAUTY, a structure of mirrors and LEDs in which invitees could reflect on their own beauty in an infinity room.
HEALTH, a tailor-made facility that linked technology and sustainability, in which vapor water pumps cascaded from a ceiling made of tobacco leaves.
TASTE, molecular cuisine tasting and show cooking by Ramón Freixá
INNOVATION, two robot bartenders serving cocktails with the the brand’s names and colors.
IMPROVEMENT. time to discover the future.