At Milan Design Week 2026, McLaren Racing met glo in a partnership that transformed Hilo Plus into a design object inspired by the pursuit of perfection
No instructions written on the wall, nor explanatory panels to read in line. At Palazzo Moscova, in the heart of the Brera Design District, art, artificial intelligence and technology have intertwined in an open system in which the visitor has stopped being a passive spectator and has become an active part of the work itself. Each visitor entered the space, interacted with a large luminous circle in the center of the cloister, selecting words that were transformed into messages projected on the walls. An individual gesture which, sentence after sentence, has become a shared language. This was the idea behind YOU – Your Own Universethe immersive installation of the artistic collective Chromatic Number That gloBAT Italia’s flagship brand in the segment of stick warming devices* for adult smokers, led to the Milan Design Week from 20 to 26 April.
The Milan Design Week was also the opportunity to unveil a very particular partnership: glo presented a Limited Edition of glo Hilo Plus** with a design inspired by McLaren Racing, the British Formula One brand that has over time become synonymous with advanced design and continuous pursuit of excellence. The aesthetics of the device draws direct inspiration from the world of the stable: precise lines, strong visual identity, attention to detail that goes beyond function. The kit includes the limited edition Hilo Plus** device, a refined protective case and a stylish docking stationsdesigned to charge the device easily. It is the symbol of BAT’s strategy to compete in multiple sectors, and a way to strengthen a partnership that translates into a constant search for perfection and the desire to overcome one’s limits.
The operation is not just a question of style, but also represents a precise positioning, which can be summarized in the following key words: beauty, technology, connection, personalization, inspiration. The same values that Numero Cromatico showcased in the artistic work, expressed here in a physical, tangible, collectible object. A one-of-a-kind object that tells a story of luxury, elegance and timeless quality.
*18+ only. Product intended exclusively for adult consumers. This product contains nicotine, which is addictive.
**About glo
glo is BAT Italia’s flagship brand of heated stick* devices intended for adult smokers. The new Hilo and Hilo Plus devices, thanks to Turbostart™ technology, which combines infrared waves and resistance heatingensure a uniform and constant experience from the first use. What makes this device even more unique is the presence of the Easyview display™ that simplifies every interaction and Easyview™ Touchscreen for the Plus version. Hilo and Hilo Plus have a compact, modern design and available in seven distinctive colors.
*rooibos-based tobacco or herbal sticks containing nicotine, an addictive substance.
Sponsored by glo
