“Soundsorial Design” Redefines the Connection Between Sound, Technology, and Sensory Innovation

As part of Milan Design Week 2026, IQOS, the world’s leading tobacco heating system, partnered with French acoustic engineering company Devialet to introduce “Soundsorial Design,” an immersive interactive experience exploring the relationship between sound, technology, and sensory perception.

Hosted in the Tortona Rocks district in Milan, the installation transformed sound from something merely heard into something that can also be seen and physically felt, through the integration of light, movement, and sound waves within a constantly evolving environment.

A Multi-Sensory Collaboration Between IQOS and Devialet

The collaboration merges Devialet’s renowned expertise in acoustic engineering with IQOS’s innovation-led philosophy, creating a multidimensional experience in which sound becomes the central force shaping the entire interactive space.

Powered by Devialet’s advanced audio technologies, the experience combines hearing, vision, and tactile sensation in a fully immersive setting. Deep infrabass frequencies allow visitors to physically feel sound vibrations, transforming sound into a living element within the space and encouraging guests to explore their own sensory frequencies.

Company Executives Highlight Innovation and Design Vision

Oggie Kapetanovic, PMI’s President Heat Not Burn, said the collaboration reflects a shared commitment to innovation and functional design.

“In both companies, design is deeply functional and innovation is the foundation. Patents, products and peer standards are the evidence. United by a relentless commitment to push innovation boundaries, Devialet and IQOS challenge the status quo while redefining the experiences of tomorrow,” Kapetanovic said.

He added that sound waves carry a unique rhythm similar to a fingerprint, while also representing a collective energy that connects people together.

“This duality mirrors the spirit of the IQOS and Devialet collaboration. Devialet’s sound waves turn emotion into shared experience that combines individual expression and collective connection,” he noted.

Meanwhile, Jacques Demont, Chief Executive Officer of Devialet, emphasized the brands’ shared ambition to disrupt traditional industry standards.

“By bringing Devialet’s savoir-faire to the space, we have ensured that sound is no longer just a backdrop, it becomes a physical presence that completes the journey,” Demont said.

Limited-Edition IQOS and Devialet Capsule Revealed

The event also featured the launch of the “Soundsorial Limited-Edition Capsule Drop,” combining the IQOS ILUMA i PRIME device with Devialet Gemini II earbuds in a design inspired by sound-wave patterns, reflecting the creative synergy between the two brands.

Heated Tobacco Technology as a Better Alternative for Adult Smokers

Although heated tobacco products are not risk-free, they are considered a better alternative for adult smokers who would otherwise continue smoking cigarettes.

Traditional cigarettes burn tobacco at temperatures reaching approximately 800°C, while IQOS heats tobacco at lower temperatures without combustion, producing an aerosol rather than smoke. Scientific evidence has shown this process generates significantly lower levels of harmful chemicals compared to cigarette smoke.

Philip Morris International Continues Driving a Smoke-Free Future

Philip Morris International is a leading international consumer goods company focused on delivering a smoke-free future and expanding its portfolio beyond tobacco and nicotine products.

The company’s portfolio includes cigarettes and smoke-free alternatives such as heat-not-burn products, nicotine pouches, and e-vapor devices. PMI’s smoke-free products are currently available in more than 105 markets worldwide.

As of December 31, 2025, PMI estimated that over 43 million adult consumers globally were using its smoke-free products, with many either switching away from cigarettes completely or significantly reducing their cigarette consumption.

Smoke-free products accounted for 41.5% of PMI’s total net revenues in 2025. Since 2008, the company has invested more than $16 billion in the development, scientific substantiation, and commercialization of innovative smoke-free products.

Following extensive scientific review, the U.S. Food and Drug Administration authorized the marketing of Swedish Match’s General snus and ZYN nicotine pouches, as well as versions of IQOS devices and consumables. Some IQOS products also received the first-ever Modified Risk Tobacco Product (MRTP) authorizations from the FDA.