CuriousX translated the brand's core of curiosity into a year-long experiential platform: unlock the unexpected through sound, senses and style. Across 16 of Germany's biggest festivals and a run of cultural touchpoints, it came to life through multi-sensory product experiences, a dedicated newcomer music stage, curated taste nights and two design collaborations, including a piece with Seletti at Milano Design Week. Zsázsá and Chapo102 headlined the stage. 175K festival contacts and 300K+ impressions through the IQOS Club, with every activation rewarding curiosity and turning brand values into lived experiences.