Tokyo recently hosted the IQOS Together X Sensorium, a gathering designed to celebrate the tenth anniversary of IQOS and push forward a bold agenda: to make cigarettes obsolete and confined to museum displays.
The event, hosted by Philip Morris International (PMI) on Oct. 19, wasn’t simply a milestone celebration; it was a high-tech, immersive experience aimed at showcasing the future of a smoke-free world.
The venue itself, built on a sprawling 10,000-square-meter plot of land, exemplified this vision. Constructed in just 30 days, the 3,000-square-meter immersive arena was a sensory spectacle featuring multiple zones, each tailored to offer a unique, futuristic encounter.
Guests moved through art installations, interactive exhibits, and music performances designed to activate all senses. From mind-bending kaleidoscopic tunnels to anti-gravity mirrors and ambient lighting, the experience was curated to mirror IQOS’s message: innovation and progress toward a world where traditional cigarettes are phased out.
With Japan as IQOS’s birthplace and first market in 2014, Tokyo was a fitting host for the Together X Sensorium. Philip Morris International executives and brand ambassadors from over 30 countries gathered, underscoring the brand’s commitment to transitioning away from combustible cigarettes to smoke-free alternatives.
Stefano Volpetti, President of Smoke-Free Inhaled Products at PMI, articulated the company’s future goals clearly.
“Through the IQOS Together X platform, we are engaging with members of the IQOS community around the world—a community that includes more than 30 million adults—and have invited some of them to join us at this global event in Japan,” Volpetti shared.
“Seeing so many members of the community together at this unique event is a chance for us to celebrate their role in turning cigarettes into museum artifacts and encourage them to advocate for other adult smokers to switch to smokeless products if they decide not to quit,” the executive added.
This mission to make cigarettes relics of the past is not just about replacing one product with another. It’s a push for public health, backed by research and innovation, to drive the cultural shift necessary for a smoke-free future.
“One day, we envision cigarettes being found only in museum showcases, not in corner stores,” emphasized Volpetti, discussing the company’s ambition to redefine the very concept of smoking.
Another advocate of this vision, PMI Japan President Shea Lih Goh, highlighted Japan’s role as a leader in the transition to smoke-free alternatives.
“Japan is the birthplace of IQOS and the market leader in progressing toward a smoke-free future over the past decade. We are honored to welcome adult consumers from Japan and around the world. We applaud their choice to quit smoking and want to remind them that they are part of a growing global community of adults who have chosen to make a change that benefits both themselves and public health,” Goh said.
The Sensorium itself was an experiential playground. In collaboration with Grammy-nominated DJ Steve Aoki, a lineup of top artists provided electrifying performances.
Aoki, a fitting addition to the lineup, described the IQOS vision as “progressive, innovative and, actually, really inspiring.”
His headlining performance was met with LED visuals, a countdown, and an intensity that left attendees in awe.
Designed to engage, entertain, and inform, the Sensorium consisted of uniquely crafted zones with whimsical names and interactive elements. The Pleasure Zone offered immersive mini-games and prizes, the Flavor Kaleidoscope tunnel played with colors and reality, while the Anti-Gravity Mirror created an optical illusion that made guests feel as if they were floating. The Flavor Tree, a fun nod to sensory exploration, allowed guests to pick customized lollipops that encapsulated different flavors—a playful take on taste and choice.
As guests strolled through the venue, the IQOS vision was reinforced through interactions and installations that communicated a broader message of change. One of the event’s highlights, the Pleasure Garden, encapsulated Tokyo’s essence in a serene setup, providing guests with a place to rest and reflect amid the day’s excitement.
The event culminated in an after-party on the rooftop Sky Bar of the CE LA VI club, overlooking Tokyo’s skyline, where guests mingled with Steve Aoki and celebrated a decade of change.
