LIGHTS ON VIENNA
LIGHTS ON IQOS
TASK: Austria was the last European market to welcome IQOS ILUMA i. Rather than a late arrival, the launch had to feel like the moment the circuit closes: one city after another had been switched on – now it was Vienna's turn. Our task was to turn a product reveal into a live show and put the new device at the centre of a 360° experience.
SOLUTION: Together with AVANTGARDE and Philip Morris Austria, we developed and produced the audiovisual heart of the evening. Inside the historic Halle E+G at MuseumsQuartier, a ring of 20 LED walls formed a circular arena around the stage – no front, no back, no bad seats. BLACKLYNK advised on the media concept and created the 360° content, animation and music, and performed the visuals live on site. The challenge: to place a fully digital installation inside classical architecture and let the brand DNA of IQOS shape every frame.
EXPERIENCE: Twenty LED walls, one continuous ring, set right into the historic architecture: a full 360° experience with the audience at its centre. A three-minute visual journey raced from Tokyo to Berlin, Bangkok and Warsaw, until the light hit Vienna and revealed the new IQOS ILUMA i on centre stage. Music set the pulse: a custom soundtrack, composed hand in hand with the stage performance, put dancers, aerial act and visuals on the same beat. Everything ran live, perfectly in sync.
Project & Client
Type
360° Product Launch
,
Corporate Architecture
Year
August 2026
Client
Avantgarde - Philip Morris Austria
STUCCO, ARCHES, HISTORY
MuseumsQuartier is imperial Vienna – stucco, arches, history. Instead of hiding the hall, we brought it into the content: Viennese facades, windows and typography appear on the LED walls and connect the free-standing digital ring with the architecture around it. The result is a space that feels both local and global – very Vienna, unmistakably IQOS.
CLASSIC ELECTRO
AUSTRIA ROLL OUT
Vienna was the last stop on the European journey of IQOS ILUMA i, and the one that closed the circle. A launch like this is never a solo act. Big thanks to Philip Morris Austria and AVANTGARDE for the trust and the shared vision, and to Redline Enterprise, Stigler & Roos, MG Productions and every production partner who made the night run like clockwork. One room, one team, one moment. LIGHTS ON.
