IQOS and Devialet Intersection Dazzles Milan

In a captivating fusion of technology and artistry, Philip Morris International's IQOS brand has partnered with the renowned French audio engineering company Devialet for an innovative collaboration unveiled at Milan Design Week 2026. This partnership, showcased through the immersive 'SoundsorialDesign' experience, pushes the boundaries of sensory perception, demonstrating a shared commitment to innovation and design excellence.

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Design is a fundamental pillar in the work of both institutions, as is innovation at its core, where innovation meets performance to reimagine future experiences.

The 'SoundsorialDesign' experience transforms auditory input into a tangible, visual spectacle. Visitors are invited to explore a space where sound becomes visible through the dynamic movement of Devialet's speakers and palpable through the intensity of sonic frequencies. This multi-dimensional approach transcends conventional listening, offering a holistic sensory engagement that aligns with both brands' philosophies. Devialet aims to redefine the experience of sound in daily life with its advanced audio technology, while IQOS continues its pursuit of a smoke-free future through technological curiosity and exploration.

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Starting from a shared ambition to break the traditional molds prevailing in the industry, Devialet and IQOS have presented an integrated "sound-sensory" experience for this exhibition. By leveraging Devialet's expertise within this space, sound is no longer just an accompanying element, but has become a physical presence that accompanies the experience and completes its journey, embodied in the iconic design and performance of the Phantom Ultimate speaker.

This collaboration is more than just a display of cutting-edge technology; it represents a meeting of minds centered on meticulous innovation. As Ogi Kapitanovic, Head of Heated Tobacco Products at Philip Morris International, stated, "Design is a fundamental pillar in the work of both institutions, as is innovation at its core." The limited-edition 'Soundorial' collection further exemplifies this synergy, featuring designs inspired by sound waves and co-branded with IQOS ILUMA i PRIME devices and Gemini II earphones. This initiative highlights a shared vision to challenge industry norms and create novel experiences that resonate on both an individual and collective level, reflecting the unique intersection of art, technology, and sensory experience.

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Sound waves carry a distinctive rhythm and a unique signature that is almost like a personal fingerprint. But at the same time, it is a collective experience; it is energy that moves in space like invisible currents connecting people. This duality reflects the spirit of cooperation between Devialet and IQOS, where Devialet's sound waves transform into a shared emotional experience, while IQOS allows for a space for individual expression within a community of over 35 million users.