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How we made it into AD magazine

As most good ideas, the Cigarette Break came from restrictions. While brands and agencies go big on Milan Design Week, we couldn’t rent a big venue. We thought, “What’s everyone doing at Fuorisalone in between running to events?”. Simple answer: they go for a smoke. So we created a custom aluminium package and gathered people all over the city. It ended up in AD Magazine.

Deliverables

  • Creative Direction
  • Object Design
  • Content Creation
  • Graphic Design

Members and Partners involved

Cigarette break project cover
An Architectural Digest article about the NeueHaus Cigarette Break at Milan Design Week.
A hand holds an open NeueHaus cigarette pack against a stone wall.

A custom aluminum case and experience token. Only people who attended the format could get one.

A box of lighters and a girl taking a mirror selfie with captions.
Two people pass a NeueHaus cigarette pack between them at a party.
An Architectural Digest article about the NeueHaus Cigarette Break at Milan Design Week.

The location for the cigarette break was only shared in a private WhatsApp group, generating 12% ER with over 370 direct messages asking for the location.

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A woman stands in a marble foyer beside a staircase, on a red carpet runner.
A research board of cigarette pack designs beside the finished NeueHaus packs.
Instagram reactions
AD article

A few weeks later: Amy Bradford from AD reached out, featuring our cigarette break in her cultural piece on smoking accessories.