Soundsorial Design: IQOS and Devialet Redefine Sensory Boundaries at Milan Design Week 2026
At the heart of Tortona Rocks during Milan Design Week, IQOS and world-renowned French acoustic engineering firm Devialet have unveiled "Soundsorial Design." This immersive experience transforms sound from an auditory element into a tangible, visual, and physical presence. By merging light, motion, and deep acoustic frequencies, the collaboration invites visitors to explore their own unique "sound signatures" within a dynamic environment that bridges the gap between individual expression and collective connection.
The synergy between IQOS’s heat-not-burn innovation and Devialet’s high-fidelity engineering was further solidified with the release of the "Soundsorial Limited-Edition Capsule." This exclusive set features the IQOS ILUMA i PRIME and Devialet Gemini II earbuds, both reflecting a design language inspired by the rhythm of sound waves. Uggi Kapetanovic, President of Heated Tobacco Products at PMI, noted that both brands are driven by a deep commitment to functional design, challenging the status quo to redefine future experiences through shared innovation.