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Project Overview
Beeline partnered with GT Events, producing an immersive brand experience for the launch of IQOS ILUMA, the latest in heated tobacco innovation. Set against the iconic backdrop of the Great Pyramids of Giza, the event aimed to merge futuristic product design with monumental cultural relevance.
Execution Overview
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Complete event design and production
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Main stage and content screen structure with synchronized LED displays
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Lounge-style seating layout with elevated black-glass tables and monochrome furnishings
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Modular brand zones and interactive product showcases
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Fabricated custom display wall with life-sized ILUMA models in bold colors
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Entrance branding, reception & bar counters with integrated lighting
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On-ground guest flow, tech integration, and ambient lighting solutions
Highlights & Challenges
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Immersive Brand Language: The teal color palette dominated the visual experience — from walls to props — instantly recognizable and on-brand.
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Interactive Journey: Visitors explored multiple touchpoints including an illuminated tunnel, tech displays, and lifestyle corners with relaxed seating.
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Product Centerpiece: The curved wall showcasing oversized ILUMA devices in a spectrum of colors created a high-impact visual moment and photo opportunity.
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Monumental Venue Pairing: Hosting this cutting-edge launch next to the timeless Pyramids created a striking contrast — aligning the future of innovation with the legacy of greatness.