As part of Milan Design Week 2026, the \u201cSoundsorial Design\u201d experience was presented in collaboration between IQOS, the number 1 tobacco heating system1, and the French acoustic engineering company Devialet, as an immersive interactive space exploring the relationship between sound, technology, and sensory experience.<\/p>\n\n\n\n
The experience was presented in the Tortona Rocks area of Milan, Italy, where it redefined the concept of sound from being an element that is only heard to one that can be seen and felt, by integrating light, movement, and sound waves within a dynamic and ever-changing environment. This collaboration combines Devialet\u2019s expertise in acoustic engineering and IQOS\u2019s innovation-driven approach, in a multidimensional experience where sound becomes a core element shaping the entire interactive landscape.<\/p>\n\n\n\n
The experience relies on employing advanced acoustic technologies from Devialet within an integrated sensory framework that blends hearing, sight, and feeling, where sound is transformed into a living element that can be seen and felt physically through its deep infrabass, in an interactive space that invites visitors to explore their own frequencies, giving the visitor an immersive sense of sound within the space.<\/p>\n\n\n\n
In this context, Oggie Kapetanovic, PMI\u2019s President Heat Not Burn, said: \u201cIn 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\u201d.<\/p>\n\n\n\n
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Kapetanovic added: \u201cThe sound waves carry a signature rhythm \u2013 a pattern as unique as a fingerprint. Yet waves also belong to the collective: they are energy moving through space, the invisible currents that bind us to one another. This duality mirrors the spirit of the IQOS and Devialet collaboration. Devialet\u2019s sound waves turn emotion into shared experience that combines individual expression and collective connection.\u201d<\/p>\n\n\n\n
For his part, Jacques Demont, Devialet\u2019s Chief Executive Officer, said: \u201cDriven by a shared ambition to disrupt industry conventions, Devialet and IQOS have designed a truly ‘soundsorial’ experience for this exhibition. By bringing Devialet\u2019s 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.\u201d<\/p>\n\n\n\n
The event also saw the unveiling of a limited edition titled \u201cSoundsorial Limited-Edition Capsule Drop,\u201d combining the IQOS ILUMA i PRIME device with Devialet Gemini II earbuds, featuring sound-wave-inspired patterns, in a direct reflection of the collaboration between the two brands.<\/p>\n\n\n\n
Heated Tobacco technology, while not risk-free, is a better alternative for adult smokers who would otherwise continue smoking. Tobacco combustion temperatures in cigarettes burns tobacco at 800\u00b0C, while IQOS heats tobacco at lower temperatures, producing an aerosol instead of smoke. This has been shown to produce lower levels of harmful chemicals compared to cigarette smoke.<\/p>\n","protected":false},"excerpt":{"rendered":"
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