Salone Mobile, ‘We’, the installation by Philip Morris for Milan Design Week

On the occasion of the Milan Design Week, this year too Philip Morris presents a monumental installation. The title is ‘We’ and is signed by Truly Design Crew. From 7 to 12 June 2022 inside the Opificio 31 – in the heart of the Tortona District, where the Fuorisalone was born – Iqos hosts a temporary art intervention created by Truly Design Crew, the collective of urban artists active since 1996 particularly well-known on the international scene for the peculiar use of anamorphic distortion, an artistic trick whose solidity dissolves quickly once you are away from the correct point of view, an invitation from the artists to imagine a new future and unprecedented possibilities. The work carried out with Iqos represents the link between art and innovation – integrating sustainability and progress in its conformation – and is part of the long evolutionary path, between art and technology, that the company has undertaken in recent years and of which Iqos World by Alex Chinneck represented the archetype. The intent of the installation is to promote a dialogue on the positive impact that progress can have on individuals and communities.The collaboration with Truly Design Crew therefore enriches the collection of initiatives between art and design that Philip Morris has put in place. in recent years on the occasion of Milan Design Week to celebrate innovation through the creative vision of artists and designers such as Karim Rashid, Quayola, Alex Chinneck and Felice Limosani. “‘We’ is a work that looks to the future, paying homage to the different points of view of every single member of the Iqos community in Italy, of which today 2 million people belong”, comments Gianluca Iannelli, head of Marketing & Digital by Philip Morris Italia, who adds: “The initiative intends to promote a dialogue on the positive impact that progress can have on individuals and communities, and it is precisely this thought that made the collaboration between Iqos and Truly Design natural”. for this edition Philip Morris Italia turns its gaze to the future and sustainability, confirming its presence with a space dedicated to all members of the Iqos community and to all visitors of the Fuorisalone. Faced with this space, the dialogue between art, design and sustainability is expressed through an immersive anamorphic work signed by Truly Design Crew, created on a structure treated with the innovative paint designed by Airlite to reduce pollutants in the The air.