IQOS Vitrines: Seasonal Window Display Design with a Sculptural Twist
At Danai Dios Architecture, creativity meets precision in every design challenge, even beyond traditional architecture. Our team undertook the retail window display design for IQOS stores across Greece during 2018 and 2019, transforming 27 store façades into immersive brand experiences that reflected the essence of each season.
IQOS, known for its sleek alternative to traditional cigarettes, offered an ideal canvas for sculptural storytelling and bold visual communication. Our installations were placed in the four flagship stores of Athens and Thessaloniki, with each display curated to enhance brand visibility and seasonal engagement.
Christmas Installation: A Gift Unwrapped
For the festive season, the display concept focused on celebration and discovery. A vibrant red gift box, bursting open, revealed the latest IQOS devices—highlighting the new blue and red colorways. Behind the box, a glowing winter scene with layered snowdrifts created both depth and contrast, guiding the eye toward the product. The backdrop and lighting were carefully calibrated to match the updated color palette of the featured devices, ensuring a cohesive retail identity.
This holiday-themed installation not only attracted foot traffic but also reinforced the product’s positioning as a premium lifestyle accessory—an ideal gift, wrapped in innovation and design.
Valentine’s Day Installation: Dynamic Sculptural Motion
In February, we embraced the spirit of romantic minimalism. A kinetic 3D installation of red louvers was designed to form two intertwining hearts visible only as the viewer moved along the storefront. The optical illusion and interaction invited visitors to explore the display physically, offering a sense of playful discovery.
This was more than a window display; it was a spatial choreography of form and light, enhancing emotional engagement with the brand. The sculptural language of the installation echoed IQOS’s clean, modern design, subtly reinforcing its core identity while embracing seasonal storytelling.
Strategic Impact
Both installations successfully merged product promotion with spatial design, creating strong visual statements that resonated with passersby and regular customers alike. By incorporating motion, contrast, and sculptural elements, the window displays became retail landmarks, offering each IQOS store a distinct sense of place and brand consistency.
This project highlights how retail window display design, when treated with architectural discipline and creative flair, can extend brand identity into the urban fabric. Our collaboration with the IQOS brand allowed us to blur the boundaries between interior design, installation art, and commercial strategy.
