2Firsts Observation｜PMI Launches IQOS ILUMA i × SELETTI Limited Edition at Dubai Airport

2Firsts, November 13, 2025 — In the duty-free zone of Dubai International Airport, 2Firsts noted that the largest and most visually striking display within the new tobacco section belongs to PMI’s heated tobacco brand IQOS.

The IQOS booth features a full wall of product displays for its core heated tobacco devices and TEREA sticks. The TEREA section includes a flavor showcase board and an in-store promotion offering 10% off the purchase of any three TEREA packs. Behind the wall, more than ten flavor variants — ranging from classic tobacco and mint to berry blends — are neatly arranged, creating a strong visual impact.

Design Collaboration & Display Concept

In a dedicated section nearby, PMI highlights its collaboration with Italian design brand SELETTI through the limited-edition IQOS ILUMA i × SELETTI series.

A large visual banner hangs above the display, featuring the tagline “More than meets the eye. Curious?”, paired with flowing golden design elements that emphasize the collection’s artistic collaboration and collector’s edition positioning.

According to previous reports, the IQOS ILUMA i × SELETTI limited series embodies SELETTI’s signature avant-garde aesthetic, adopting a black-and-gold carbon fiber visual theme. The display includes a sculptural golden base resembling molten metal, with the IQOS ILUMA i device and charger placed at the center — achieving a balance of technological precision and artistic elegance.

Global Rollout

PMI announced that the collaboration first launched in Japan, with a global rollout scheduled from October to December 2025 across major international airports. The campaign features creative pop-ups and artistic installations, covering 13 travel retail markets, including South Korea, Dubai, Italy, Switzerland, and Malaysia.

According to Korean media, Philip Morris Korea reported on November 11 that the IQOS ILUMA i × SELETTI sold out within a week of launch, with the Prime edition selling out on the first day.(Read more：Philip Morris Korea: IQOS ILUMA i “SELETTI” Limited Edition Sells Out in One Week; Prime Model Sells Out on Launch Day)

Complementary Services

PMI has also set up an interactive experience zone where travelers can try nicotine pouch products, and offers laser engraving customization for IQOS devices. Consumers can personalize their devices using a self-service terminal at the booth.