The IQOS World exhibition—which is expected to be visited by more than 50,000 people during Milan Design Week—is an artistic expression of the future, brought to life through a collaboration with well-known sculptor Alex Chinneck, whose art is distinguished by his bold and disruptive vision.
Alex’s unique talent for combining art, architecture and theater in his work manifests on a monumental scale: The architecture itself, both inside and out, becomes transformed into a work of art, taking on new and unexpected shapes. The walls and floor become metaphors for a process of transformation, evoking—through imaginative portals—seemingly infinite routes to a newly imagined future.
“By taking familiar materials and architectural forms and making them behave in extraordinary ways, we are working with IQOS to change visitors’ perceptions of what is possible”, said Chinneck. “Through the repeated use of the zipper, we have opened up the fabric of a seemingly historic Milanese building to playfully re-imagine what lies behind its facade, floors and walls. Ethereal light pours through each opening, filling the space with color and filling the work with a sense of positivity and potential”.
Milan Design Week is the most important event in the world related to the topic of design—it premieres the latest trends and plays host to events, exhibitions and presentations