According to Philip Morris International, the company announced that IQOS has entered into a partnership with French acoustic engineering company Devialet, and will launch the “Soundsorial Design” project at the 2026 Milan Design Week.
The cooperation project was showcased at the Milan Design Week.
According to the company’s disclosure, “Soundsorial Design” is an immersive exhibition project. The exhibition space is composed of water and light to create scenes, and through sound, movement and human voices, visual effects are presented on the constantly changing immersive canvas.
The company stated that the exhibition is designed to allow visitors to explore their own frequencies and experience the process of converting sound into visuals.
The exhibition is concurrently accompanied by the release of limited edition joint products.
Philip Morris International also stated that both parties simultaneously released a limited edition joint collection called “Soundsorial”.
This set includes the IQOS ILUMA i PRIME and the Devialet Gemini II headphones, with the design featuring sound wave-inspired patterns.
Jacques Demont, the CEO of Devialet, stated that both parties shared the common goal of breaking industry conventions. He also said that in this exhibition, sound is no longer just a background element but has become a physical presence in the overall experience.
Both parties stated that the cooperation centered around design and innovation.
Fumio International stated that Devialet is dedicated to achieving acoustic breakthroughs to ensure that sound takes its rightful place in daily life, while IQOS continues to innovate and explore new technologies.
The company stated that this collaboration combines two brand cultures that are based on precision and innovation.
Oggie Kapetanovic, the president of the heated non-combustion business of Philip Morris International, said that both companies base their designs and innovations on functionality and technology. He also stated that this collaboration aims to challenge the status quo and redefine future experiences.
The exhibition time and location have been announced.
According to the company’s information, “IQOS X Devialet: Soundsorial Design” will be held at Opificio 31 in Tortona Rocks, Milan from April 20th to 27th, 2026. It will be open daily from 10:00 to 21:00 Central European Summer Time.