Philip Morris Saudi Arabia Trading Company marked the arrival in the Kingdom of the global collaboration between IQOS and French acoustic engineering company Devialet with an exclusive event in Jeddah, bringing together sound, design and technology through an immersive evening experience.Held at Frequency Room, Hayy Jameel, the invitation-only event introducedthe IQOS × Devialet collaboration and its limited-edition capsule collection, while translating the collaboration’s focus on sound and design into a live experience. The evening featured music performances headlined by Jeddah-born Saudi electronic music duo DISHDASH, supported by Vinylmode and Eyad.The collaboration brings together two brands united by a focus on precision, design and technological innovation. Devialet’s acoustic engineering expertise and commitment to pushing the boundaries of sound meet IQOS’s spirit of curiosity and continued exploration of new technologies and experiences.Saim Yasin, Managing Director, Philip Morris Saudi Arabia Trading Company, said: “Bringing the IQOS and Devialet collaboration to Saudi Arabia gives us an opportunity to introduce this global partnership that blends design, innovation, expression of IQOS with sound and technology of leading global acoustic/sound brand of Devialet. This partnership was brought to life through a unique expression, an immersive event and experience in Jeddah. “Saudi Arabia is a dynamic market with consumers who are highly engaged with technology, design and new experiences. We are pleased to bring this collaboration to the Kingdom and create a distinctive local expression of a partnership that reflects the spirit of curiosity and continuous innovation behind IQOS.”At the heart of the collaboration is the IQOS × Devialet Soundsorial Limited-Edition Capsule Collection, a not-for-sale creation pairing the IQOS ILUMA i PRIME with Devialet Gemini II earbuds and featuring distinctive sound-wave-inspired patterns. An ultra-limited run of 100 co-branded pieces has been created, available exclusively at the event. The design draws on sound as both an individual signature and a shared experience, reflecting the creative connection between the two brands.In Jeddah, adult consumers were invited to explore the collaboration through a series of interactive experiences, including IQOS customisation and discovery moments. The evening culminated in a live music programme bringing the collaboration’s focus on sound to life.The Jeddah event follows the global unveiling of the IQOS × Devialet collaboration at Milan Design Week 2026, where the two brands introduced “Soundsorial Design”, an immersive concept exploring the intersection of sound, movement, light and design.
