Philip Morris Saudi Arabia Buying and selling Firm marked the arrival within the Kingdom of the worldwide collaboration between IQOS and French acoustic engineering firm Devialet with an unique occasion in Jeddah, bringing collectively sound, design and know-how by an immersive night expertise.
Held at Frequency Room, Hayy Jameel, the invitation-only occasion introducedthe IQOS × Devialet collaboration and its limited-edition capsule assortment, whereas translating the collaboration’s deal with sound and design right into a reside expertise. The night featured music performances headlined by Jeddah-born Saudi digital music duo DISHDASH, supported by Vinylmode and Eyad.
The collaboration brings collectively two manufacturers united by a deal with precision, design and technological innovation. Devialet’s acoustic engineering experience and dedication to pushing the boundaries of sound meet IQOS’s spirit of curiosity and continued exploration of recent applied sciences and experiences.
Saim Yasin, Managing Director, Philip Morris Saudi Arabia Buying and selling Firm, stated: “Bringing the IQOS and Devialet collaboration to Saudi Arabia provides us a chance to introduce this world partnership that blends design, innovation, expression of IQOS with sound and know-how of main world acoustic/sound model of Devialet. This partnership was delivered to life by a novel expression, an immersive occasion and expertise in Jeddah.
“Saudi Arabia is a dynamic market with customers who’re extremely engaged with know-how, design and new experiences. We’re happy to deliver this collaboration to the Kingdom and create a particular native expression of a partnership that displays the spirit of curiosity and steady innovation behind IQOS.”
On the coronary heart of the collaboration is the IQOS × Devialet Soundsorial Restricted-Version Capsule Assortment, a not-for-sale creation pairing the IQOS ILUMA i PRIME with Devialet Gemini II earbuds and that includes distinctive sound-wave-inspired patterns. An ultra-limited run of 100 co-branded items has been created, out there completely on the occasion. The design attracts on sound as each a person signature and a shared expertise, reflecting the inventive connection between the 2 manufacturers.
In Jeddah, grownup customers had been invited to discover the collaboration by a sequence of interactive experiences, together with IQOS customisation and discovery moments. The night culminated in a reside music programme bringing the collaboration’s deal with sound to life.
The Jeddah occasion follows the worldwide unveiling of the IQOS × Devialet collaboration at Milan Design Week 2026, the place the 2 manufacturers launched “Soundsorial Design”, an immersive idea exploring the intersection of sound, motion, gentle and design.
