For the launch of Phillip Morris new product - IQOS (a tobacco heating system that uses real tobacco) we created the idea, made the concept, visualized it, created and produced the entire artistic, technical and stenographic concept of the show.
The concept of the event was built around the five IQOS colors. We created 5 different zones (gold, silver, white, hologram/main stage, stage made with led wall) which appeared in the hall one after other and focused the guests' attention on themselves. After the disclosure of the zones 360 degree projection started on the walls.
Everything from the scratch, through the idea for the decoration of the hall, how to connect the different colors of IQOS with different zones in the hall, the production of each décor and decoration, appropriate sound, light for the show, video, editing, photo, was made by us.
The event place where the launch of the product was held is our own location – Sofia Event Center.
We created a 360 degrees surrounding atmosphere with 24 DLP projectors Panasonic controlled by software Watchout. Also provided 250 m 2 led wall for backdrop and led modules hanged on the ceiling. Another 18 m2 led wall were used for floor and tables.
Special stage for performers was made entirely with led wall for backdrop, for ceiling and for floor so the dancers could dance over it. The content which played on the wall was specially produced and recorded for the show.
Our 3D holographic projection at the main stage was a stunning experience for the audiences. Four professional dancers created an interactive dance combined with the projection which was played on the hologram.
Also we’ve made mapping on the bar with special content combined again with interactive dance.
Audio system was presented by Line Array System controlled with a digital mixer and additional Dynacord loudspeakers, monitors for performers, hand microphones and headsets and equipment for instruments.
We supplied lighting system for the main stage, for all the different zones in the hall, in the expo hall, the foyer and on the terrace as well. The total number of the different lighting devices was more than 230 pieces – led pars, Arri, Martin 205 Entour, Martin 250 Wash, Martin 575 Krypton, Glee beam 230, Nuoma Zoom Wash, Liteless Big Eye L10R, etc.
We supplied more than 500 linear meters Eurotruss FD34.
Live streaming and video recording were part of the services.
In the foyer we’ve made a special entrance with curtains from ceiling to the floor which presented star sky. Gold table with mirror with candles and flowers over it surrounded with 60 golden sticks and arch of crystals were the main accents that stopped the views of the guests. Special mirror arch and Mirror bar with mirror wall and plants behind were part of the attractive and unique elements made specially for the event.
When you go out on the terrace you fall into an icy fairy tale with big ice bar where you can get special drink and unique dessert made at a very low temperature. Everything on the terrace was made with ice - Ice Curtain, Champagne ice, Ice vase, Ice Fruit plate. Тhe floor was covered with white carpet and installation with white branches and glass milled drops were hanged on the ceiling in the large tent.
Gold zone was in the middle of the hall. It was made from on big circle bar with 150 gold sticks in the middle. Each stick had a little led light at the end. Gold bar chairs surrounded the bar.
Silver zone or the graphite corner represented 8 rotating mirrors which were put over special mechanism. Furniture in the silver color and silver flowers our florists painted for the party.
White zone was made with 4500 small plastic spheres with led light in each and big lighting bar under the construction with the balls.
For the whole production we used over 470 different types of tables, chairs, armchairs, bar chairs and lounge furniture.
In the production took part over 15 departments and more than 350 people – director of the event, creative director, technicians – sound engineers, video director, cameraman, lighting technicians, riggers, stagehand, designers – 3D and 2D, decorators, stage workers, florists, project managers, accounting, transportation.
For more information: