IQOS WORLD PROJECT PRESENTED BY ALEX CHINNECK
IQOS, the smoke free product, latest discovery of the technology of Philip Morris International, presented on the occasion of the Milan Design Week, the new edition of the IQOS WORLD project presented by Alex Chinneck. This site-specific project will involve the front buildings, at Opificio 31’s entrance. A distinctive feature of the project is the zip, a visual escamotage through which the artist gives rise to a series of surreal opening from which an impalpable light comes out that will involve the audience in an immersive experience. The surfaces of the space are thus designed by the artist as metaphors of an ideal process of transformation: “opening” the physical ability to create a new narrative imagination in his audience.