Between April 9 and 14, the collaboration between tobacco company Philip Morris International and sculptor Alex Chinneck will be presented at
Milan Design Week 2019 in the
IQOS World exhibition.
Under Chinneck's disruptive and innovative vision, the architecture is transformed into a work of art with new and creative forms. The
zipper symbol is a striking feature of the project. A soft light is diffused through the slits, creating an ethereal atmosphere and providing the visitor with an immersive experience.
The façade, which is reminiscent of the aesthetics of Milanese buildings, reveals its interior through the zipper. The interior is also made up of unexpected openings in the floor and walls. The whole can be interpreted as a metaphor for transformation, evoking through the portals what seem like infinite routes to a new future.
(Philip Morris International)
Chenneck believes that by giving new meaning to common architectural materials and forms, making them behave in extraordinary ways, the visitor's perception of what is possible is expanded.
