A DJ, a tattoo artist and a barber enter a go-karting track. The scenario sounds like the beginning of a joke, but that's exactly what happened on March 30th at Arena Karting Albania.

But let's start from the beginning. Five days ago, on March 25, IQOS presented Electric Purple, the new limited edition of IQOS ILUMA, at its boutique in Tirana. Electric purple, a color that does not need to be explained. But that launch was only the first part of the evening, because IQOS initiated something else: "Dreams", five experiences conceived for its community, which will follow each other over the coming months. The first dream was presented by Gentjan Shaqiri, Albanian Formula 3 champion, who took on the role of host and mentor. The first phase was go-karting, with three creative communities as protagonists, DJs, tattoo artists and barbers.

And then came Monday, March 30. Beat-driven music filled the arena and cars took to the track, then something unexpected started to happen. The DJs, accustomed to reading the room and feeling the energy before it happened, understood the track intuitively, as if they had always done so. The tattoo artists, with their precision and trained eye for every millimeter, approached the turns with the same care they would approach skin, nothing was accidental, every move made with purpose. The barbers, people who work every day with sharp tools and waiting customers, got behind the wheel with that professional calm that proved terrifying to their opponents.

The race was as fast as the beats that accompanied it. But only the winner took home the first go-karting prize in Portugal. Another chapter awaits to be discovered. 

Meanwhile, four “Dreams” still await. And if the first is any indication, each subsequent community will discover something about itself that it didn’t know.

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