Philip Morris International presents IQOS World revealed by Alex Chinneck at Milan Design Week 2019.
The IQOS World exhibition 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.
Chinneck’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 project by Chinnek sees the architecture of the entire building as the protagonist.
“ 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.
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 ”…………….. Alex Chinneck
Indeed, the artist creates a totally new facade, the front of which, bringing to mind the aesthetics of traditional Milanese architecture, seems to ‘open up’ by a zip at one of its ends, revealing the inside of the building
The walls and floor become metaphors for a process of transformation, evoking—through imaginative portals—seemingly infinite routes to a newly imagined future.
The interior spaces, on the other hand, are radically transformed through unexpected ‘openings’ in the cement pavement and stone walls.
The zip symbol thus shows itself to be the project’s distinctive feature, the device through which the artist gives way to a series of surreal crevices from which an ethereal and weightless light disseminates, flooding the space and transporting the visitor to a novel and immersive experience.
Project under Construction
About Alex Chinneck
>Uniting the disciplines of art, architecture and theatre the work of British sculptor Alex Chinneck is monumental in ambition and impact, producing contextually responsive interventions that animate the place in which they stand.
Alex Chinneck is a graduate of Chelsea College of Art and a member of the Royal British Society of Sculptors.
His work has been featured extensively by international media with selected projects welcoming over one million visitors.
PMI is leading the transformation of the tobacco industry—one that is based on science and innovation.
IQOS 3 and IQOS 3 MULTI represent the latest versions of the flagship smoke-free device from Philip Morris International.
They are characterized by an ergonomic and elegant design; the latest innovation uses a state-of-the-art system that involves heating the tobacco sticks, thus preventing smoke.
Design and innovation, therefore, have the power to have a positive impact on the lives of people who smoke and, collectively, the future of public health.
As a company, our priority is clear—to help adult smokers who would otherwise continue to smoke to switch as quickly as possible to potentially less harmful alternatives.
To date, more than 6.6 million adult smokers in 44 markets around the world have quit smoking and switched to IQOS—playing an instrumental role in building a smoke-free future.