An exclusive Jeddah event brings together sound, design and technology to mark the Saudi arrival of the global collaboration.
Jeddah, Saudi Arabia – September 22, 2026: Philip Morris Saudi Arabia Trading Company has brought the global IQOS × Devialet collaboration to Saudi Arabia with an exclusive event at Frequency Room, Hayy Jameel in Jeddah.
The invitation-only evening introduced the collaboration and its limited-edition capsule collection through an immersive experience centred on sound, design and technology.
The event featured live music performances led by Jeddah-born Saudi electronic music duo DISHDASH, with support from Vinylmode and Eyad.
Where Sound Meets Design
The IQOS × Devialet collaboration brings together two brands focused on precision, design and technological innovation. Devialet contributes its expertise in acoustic engineering, while IQOS brings its focus on exploring new technologies and experiences.
At the centre of the collaboration is the IQOS × Devialet Soundsorial Limited-Edition Capsule Collection. The collection pairs the IQOS ILUMA i PRIME with Devialet Gemini II earbuds and features patterns inspired by sound waves.
The collection is not for sale, with an ultra-limited run of 100 co-branded pieces created exclusively for the collaboration event. Its design explores sound as both an individual signature and a shared experience.
Speaking about the collaboration, Saim Yasin, Managing Director of Philip Morris Saudi Arabia Trading Company, said the partnership offers an opportunity to combine IQOS’s approach to design and innovation with Devialet’s expertise in sound and technology.
He also highlighted Saudi Arabia’s growing interest in technology, design and new experiences, describing the Jeddah event as a local expression of the global collaboration.
An Immersive Experience in Jeddah
Adult consumers attending the event were able to explore the collaboration through interactive experiences, including IQOS customisation and product discovery moments.
The evening concluded with a live music programme, bringing the collaboration’s focus on sound into the event itself.
The Jeddah experience follows the global unveiling of the IQOS × Devialet collaboration at Milan Design Week 2026. The collaboration was introduced there through “Soundsorial Design”, an immersive concept exploring the relationship between sound, movement, light and design.
For adult smokers seeking information about smoke-free alternatives to continued smoking, IQOS directs consumers to its official website.
Important information: IQOS is not risk-free and provides nicotine, which is addictive.
About Philip Morris International
Philip Morris International is an international consumer goods company working to transition its portfolio towards smoke-free products and products outside the tobacco and nicotine sector.
Its current portfolio includes cigarettes and smoke-free products such as heat-not-burn, nicotine pouch and e-vapor products. According to PMI, its smoke-free products were available in more than 105 markets and used by more than 43 million legal-age consumers as of December 31, 2025.
PMI says smoke-free products accounted for 41.5% of its full-year 2025 total net revenues. Since 2008, the company says it has invested more than $16 billion in developing, scientifically substantiating and commercialising smoke-free products.
