Key Points
- IQOS operated a House of IQOS at ZAMNA Madrid, extending a partnership that began with a global launch in Tulum, Mexico.
- Vogue España and Time Out Madrid both published branded content clearly identified as collaborations with IQOS.
- PMI expanded its company-owned IQOS boutique network in Spain to seven cities: Madrid, Barcelona, Valencia, Seville, Málaga, Las Palmas and Bilbao.
- PMI said IQOS's adjusted heated-tobacco market share in Europe rose 1.1 percentage points year over year to 12.6% in the first quarter of 2026, with Spain among its stronger-performing markets.
2Firsts
September 20, 2026
Philip Morris International's IQOS has extended its partnership with electronic-music event brand ZAMNA to Spain, setting up a House of IQOS at ZAMNA Madrid in September.
Vogue España published two pieces of branded content on September 17 in collaboration with IQOS, covering the House of IQOS and related on-site activities. Time Out Madrid also published ZAMNA Madrid content on September 16 that was clearly labeled as a collaboration with IQOS.
IQOS Sets Up Dedicated Space at ZAMNA Madrid
The House of IQOS at ZAMNA Madrid included visual installations, photography, personalized content, temporary tattoos and IQOS × ZAMNA co-branded merchandise such as caps and T-shirts.
Vogue España said selected participants were also offered meet-and-greet opportunities and access behind the DJ booth.
ZAMNA Madrid was held at Universidad Autónoma de Madrid. ZAMNA said early-bird tickets for the September 11 event headlined by South African DJ Black Coffee sold out within hours.
ZAMNA is an international electronic-music event and festival brand, with 2026 events listed across markets including Madrid, Tulum, Athens, Phuket and Hawaii.
IQOS-ZAMNA Partnership Expands Beyond Tulum
The IQOS-ZAMNA partnership was announced in November 2025 and launched globally at ZAMNA Tulum in Mexico in January 2026.
At the Tulum event, IQOS operated multisensory passages, dedicated activity areas, stages and temporary brand spaces. The collaboration has since expanded across Latin America, Asia, the Middle East and Europe.
Madrid is one of the partnership's European projects in 2026.
IQOS Albania also ran a promotion in August offering adult consumers tickets to ZAMNA Madrid, indicating that participation in the Madrid event was marketed beyond Spain.
PMI Expands Spanish IQOS Boutique Network to Seven Cities
Alongside the festival partnership, PMI has continued expanding IQOS's physical retail network in Spain.
Philip Morris Spain said in April that it had opened a new IQOS Boutique in Bilbao, taking its company-owned boutique network to seven cities:
- Madrid
- Barcelona
- Valencia
- Seville
- Málaga
- Las Palmas
- Bilbao
The Bilbao location is also the first Spanish IQOS store using what PMI calls its "Boutique 2.0" concept.
PMI said it operated 242 IQOS boutiques across Europe at the end of the first quarter of 2026.
The company also reported that adjusted in-market sales volumes for IQOS heated tobacco units in Europe rose about 5.4% year over year in the first quarter, while adjusted market share increased 1.1 percentage points to 12.6%. PMI identified Spain as one of its stronger-performing European markets during the period.
IQOS entered the Spanish market in late 2016.
Vogue España and Time Out Publish IQOS Branded Content
The ZAMNA Madrid project was also distributed through lifestyle-media branded content.
Vogue España published two House of IQOS pieces in its Living section, both explicitly labeled "En colaboración con IQOS."
Time Out Madrid published related ZAMNA Madrid content on September 16 labeled "Time Out en colaboración con IQOS" and used the phrase "IQOS x ZAMNA Festival."
The pieces focused on ZAMNA Madrid, House of IQOS and the event's music and on-site activities.
PMI reported that smoke-free products accounted for about 41.5% of global net revenue in 2025. The share rose to about 43% in the first quarter of 2026.
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Cover Image: IQOS / Vogue España
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