BAT Italia Opens glo Studio and Exhibition in Turin

British American Tobacco Italia has chosen Turin as the first Italian city to launch glo, an electronic device that heats tobacco without burning it. The company opened a 120-square-meter glo Studio on Via Carlo Alberto, staffed by an AI-powered android to interact with customers. To promote the product, BAT Italia organized a free temporary exhibition titled 'Guarda Avanti' at Palazzo Saluzzo Paesana, an 18th-century building redesigned by the Turin-based studio Bellissimo. The exhibition features four immersive and sensory rooms—Joyful, Liberating, Bright, Inclusive—designed to convey the product's benefits, including a 90% to 95% reduction in toxic substances. Luca Angiolillo, head of new generation products at BAT, explained that the concept aims to artistically represent glo as a modern and design-oriented product within the traditional tobacco industry. The exhibition will host a series of talks until April 14 in the palace courtyard, covered by a transparent 9-meter dome for the first time. Participants include Alessandro Borghi, Eleonora Carisi, Salvatore Aranzulla, and Remidi Project, discussing cinema, music, design, digital art, and future trends. Attendance is free but requires registration.