With IQOS CuriousX, we created a year-long experiential platform inviting audiences to unlock the unexpected through sound, senses and style. Rooted in curiosity, the concept transformed festivals and cultural moments into immersive brand destinations. Across Germany’s biggest festivals (e.g. Lollapalooza, Glücksgefühle, Superbloom) and cultural touchpoints (Berlin Art Week, Deutscher Schauspielpreis, Bambi), CuriousX came to life through multi-sensory product experiences, a dedicated newcomer music stage, curated taste nights and a bold design collaborations. Each activation rewarded curiosity and turned brand values into lived experiences.