Key Takeaways
- Philip Morris International announced on April 20 a collaboration between IQOS and Devialet.
- The two brands launched the “Soundsorial Design” immersive exhibition at Milan Design Week 2026.
- The exhibition will be held at Opificio 31 inside Tortona Rocks from April 20 to April 27, open daily from 10:00 to 21:00 CEST.
- The collaboration also includes a limited-edition “Soundsorial” capsule set pairing the IQOS ILUMA i PRIME with Devialet Gemini II earbuds.
2Firsts, April 22, 2026
According to Philip Morris International, the company announced a collaboration between IQOS and French acoustic engineering company Devialet, launching “Soundsorial Design” at Milan Design Week 2026.
The collaboration is being presented at Milan Design Week
According to the company, “Soundsorial Design” is an immersive exhibition built around water and light, where sound, movement, and voice are made visible across a changing canvas. The company said the exhibition is designed to invite visitors to explore their own frequency and experience the transformation of sound into sight.
The exhibition is accompanied by a limited-edition product release
Philip Morris International also said the collaboration includes the launch of the “Soundsorial” Limited-Edition Capsule Drop. The set pairs the IQOS ILUMA i PRIME with Devialet’s Gemini II earbuds and features sound-wave-inspired patterns.
Devialet Chief Executive Officer Jacques Demont said the two brands share an ambition to disrupt industry conventions and said sound in the exhibition becomes a physical presence rather than just a backdrop.
The companies said the project is centered on design and innovation
Philip Morris International said Devialet’s mission is to give sound its rightful place in life through acoustic breakthroughs, while IQOS continues to innovate and explore new technologies.
The company said the collaboration brings together two cultures centered on precision and innovation.
Oggie Kapetanovic, President Heat Not Burn at Philip Morris International, said both companies are grounded in functional design and innovation and that the collaboration seeks to challenge the status quo and redefine future experiences.
The exhibition dates and venue have been announced
According to the company, “IQOS X Devialet: Soundsorial Design” will be staged at Opificio 31 inside Tortona Rocks in Milan from April 20 to 27, 2026, with daily opening hours from 10:00 to 21:00 CEST.
Image source: Philip Morris International
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