Philip Morris' IQOS Partners with Devialet on Immersive Sound Experience
Event summary
- Philip Morris International's IQOS and Devialet launched 'Soundsorial Design' collaboration at Milan Design Week 2026.
- The exhibition features an immersive sound, light, and water experience from April 20 to 27, 2026.
- A limited-edition product bundle pairs the IQOS ILUMA i PRIME with Devialet’s Gemini II earbuds.
- IQOS has over 35 million users globally who have switched from cigarettes.
The big picture
This collaboration marks Philip Morris' continued push to innovate beyond traditional tobacco products, aligning with its long-term strategy of transitioning to smoke-free alternatives. The partnership with Devialet underscores the company's ambition to create experiential marketing that resonates with a tech-savvy consumer base, while also diversifying its product ecosystem.
What we're watching
- Brand Extension Strategy
- How Philip Morris will leverage this partnership to further differentiate IQOS in a competitive smoke-free products market.
- Consumer Engagement
- Whether the immersive experience can translate into sustained engagement and loyalty among IQOS users.
- Product Innovation
- The pace at which Philip Morris integrates advanced technology collaborations into its core offerings beyond this exhibition.
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