Philip Morris International Launches Soundsorial Design Collaboration with Devialet

Published: 2026-04-20 12:40:51 ET PM

Published on 04/20/2026 at 12:40 pm EDT

Philip Morris International announced a collaboration between IQOS ? the number 1 tobacco heating system, and Devialet ? the French acoustic engineering company, launching ?Soundsorial Design?

at Milan Design Week 2026. The immersive exhibition is an ethereal landscape of water and light, where sound, movement, and voice become visible across an ever-changing immersive canvas. A space to push experiential boundaries, where visitors are invited to explore their own frequency as sound transforms into sight.

The collaboration celebrates self-expression while connecting a community of over 35 million IQOS users who moved away from cigarettes. Devialet?s mission to give sound its rightful place in our lives, achieved through acoustic breakthroughs, meets IQOS?s bold spirit of being forever curious ? the force that pushes the brand to continuously innovate and explore new technologies for a better future.

Two precision cultures, one pursuit of excellence. Brought to life through innovative technology, the ?Soundsorial Design? exhibition becomes a space to push experiential boundaries - where Devialet?s sound is alive: seen through the movement of its iconic woofers and felt physically through its powerful infrabass - inviting them to explore until they find their own frequency and witness the moment when immersive sound transforms into sight.

Also unveiled as part of the collaboration is the ?Soundsorial? Limited-Edition Capsule Drop. The unique piece by IQOS and Devialet is a creation born from the collaboration between the two brands, crafted for those who seek an exceptional union.

The exclusive set pairs the IQOS ILUMA i PRIME with Devialet?s Gemini II earbuds, featuring sound-wave-inspired patterns. The sound waves carry a signature rhythm ? a pattern as unique as a fingerprint.

Yet waves also belong to the collective, they are energy moving through space, the invisible currents that bind them to one another. This duality mirrors the spirit of the IQOS and Devialet collaboration. Devialet?s sound waves turn emotion into shared experience; IQOS empowers self-expression while connecting a community of over 35 million users.

?IQOS X Devialet: Soundsorial Design? will be staged at Opificio 31, inside Tortona Rocks, from April 20 to 27 2026, from 10:00 to 21:00 CEST each day. IQOS is not risk-free and provides nicotine, which is addictive.

For adult smokers looking for more information on smoke-free alternatives to continued smoking, please visit https://www.iqos.com.