After two standout years, glo™ returns to Milan Design Week in 2025 with the aim of strengthening its role as a key player in the creative and cultural scene, through a project designed to generate value, visibility, and conversation.
Bringing to life the Fuorisalone theme, “Connected Worlds,” in a spectacular way and in line with the brand’s values, glo for art transforms Palazzo Moscova into an immersive experience designed by Michela Picchi.
Introducing Hyper Portal: a multisensory journey exploring a connected future, where every gesture helps shape and transform the space. The entrance portal, a symbol of openness and connection, becomes the starting point of an immersive experience that invites the visitor to engage with the artwork as active co-creator. Every interaction allows the installation to evolve, turning it into a living entity shaped by the audience’s movements. The iconic forms of the glo HYPER PRO devices are reflected throughout the environment, highlighting the intersection between art and technological innovation.
The artistic installation becomes a platform for tailor-made activations: digital campaigns, consumer events, engagement initiatives, product trials, horeca activations, and OOH touchpoints create an omnichannel format that boosts awareness and penetration, strengthens the emotional bond with consumers, and builds hype—positioning glo for art as a reference point in the world of art, culture, and innovation.
Hyper Portal achieved outstanding media coverage and generated the highest level of UGC ever recorded by British American Tobacco globally.
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