IQOS Zone – More Than Just a Promo, a Full-Day Experience
At a summer festival, we collaborated with the IQOS brand to create a comprehensive smokeless zone that offered not just a break, but entertainment, education, and a strong brand experience. The zone was designed to reflect the brand’s core values: innovation, sustainability, responsibility — while providing a space people actually wanted to spend time in.
What Did the Zone Offer to Visitors?
IQOS bar with its own program and seating
Photo booth with themed visuals and instant print-outs
Mega puck game – a large-format festival twist on a classic
VEEV chill pool with loungers for relaxation
Sustainability corner promoting the brand’s environmental responsibility
Live stage with musical performances, interviews, stand-up acts and ongoing entertainment
Engagement container – an interactive zone for visitor participation
We managed the complete technical and operational setup, including:
Construction of the entire zone and festival backstage, with a team of 120 people operating the space
Challenging two-day build during heavy rain, under extreme conditions
Logistics and equipment transfer from the festival to Prague or Prague to Festival
Transport and accommodation of VIP guests, including coordination of 3 vehicles between the festival and 3 hotels
Ensure smooth operation of the zone, full technical and crew coordination, and create an environment that naturally attracted visitors.
Zone capacity of approx. 1,000 people stayed filled and lively throughout the day
The client had full confidence in both production and creative execution
Brand visibility + positive user experience = mission accomplished
