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How will you ever get ready for an international football match on a work night? 

Well, thankfully Carlsberg have you covered. 

The experiential activity was created to celebrate the 50 year anniversary of the famous national World Cup triumph; and help get England fans behind the national team once more, ahead of their first EURO group game. 

The pan-European ‘IQOS - Art for Air’ project creates immersive, large-scale murals painted with an innovative photocatalytic coating that significantly reduces air pollutants. Every square meter of mural cleans the same amount of air as one square meter of forest.


As part of IQOS’s ‘Together. Forward’ campaign, each mural speaks about progress and community -

combining traditional and innovative artistic expressions to foster dialogues on the positive impact that progress can have on individuals and communities.

The 35m² mural created for the Romanian Design Week is inspired by the close relationship between

the community and the city, between people and modern technologies. The mural deconstructs

a world divided into 'We' and 'Others' and depicts a better future, together. 



Within the project, a second mural was created using the same innovative paint

and placed in front of the RDW Design House.


During the Transylvania International Film Festival (TIFF) in Cluj, we've created a new mural using the innovative Airlite paints. The mural is inspired by MIRA - the test signal broadcasted by TV channels at the beginning and the end of the day -

and is a tribute to technological progress in the world of film. Through this initiative, IQOS and TIFF invited

the community to a dialogue on progress and innovation.


Other IQOS 'Art for Air' murals have been created around the world, in cities like Milan, Madrid, Padua, Sofia or Varna

to name a few.

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This product is not risk free. It releases nicotine, which is addictive. IQOS is an alternative for adults who otherwise

would continue to smoke or use nicotine products. 

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