We Cleared the Air at NACS with IQOS

Building a Smoke-Free Dreamscape — With a Global Team and Zero Margin for Error.

Kubik was tasked with bringing to life a surreal, sculptural brand experience for IQOS, a premium smoke-free product by Philip Morris International — part of PMI’s public shift toward a smoke-free future. It was one of our most ambitious builds to date, requiring the convergence of visionary exhibit design, meticulous engineering, and borderless collaboration.

A Global Production Puzzle.

There was nothing traditional about this trade show exhibit — from its design and material requirements to the way it was brought to life. With creative direction in Italy, a software and graphics team in Dubai, a design manager in Paris, procurement and account teams in the U.S., and fabrication by Kubik’s production team, the IQOS exhibit was a masterclass in international coordination.

Despite time zones, cultural differences, and supply chain complexity, our team delivered a seamless, high-touch booth that stood out on the NACS trade show floor — proving that global thinking and precise execution can produce world-class results.

Designing a Smoke-Free Showcase.

The IQOS booth was inspired by the product’s sleek industrial design, resulting in a curvaceous, high-gloss structure with flowing surfaces and nearly invisible seams. These compound curves, coupled with rich paint finishes and composite materials, helped create a premium, gallery-like environment that reflected the product’s futuristic ethos.

Kubik’s engineering team designed a system that not only delivered the required polish and presence but also enabled quick assembly and ensured tight regulatory control around entry and exit — a critical need for the category. The result: a bold brand activation that celebrated product design, innovation, and transformation — without compromise.

Recognition.

The exhibit earned high praise within the industry, with coverage in NACS Magazine: “Seeing Through the Smoke”, and winning: