Tokyo – Philip Morris International (PMI) hosted the IQOS Together X Sensorium event on Oct. 19 bringing together members of the IQOS community from over 30 markets worldwide. At a press conference before the event, PMI announced a new partnership with Grammy-nominated DJ and producer Steve Aoki, who performed during the gathering.
Aoki, known for his passion for music and art, said his values align with IQOS’s vision of a smoke-free future. “I find IQOS’s vision to be progressive, innovative, and really inspiring,” Aoki said.
The collaboration coincides with PMI’s decade-long transformation to phase out cigarettes, a journey that began with the launch of IQOS in Nagoya, Japan, ten years ago.
“For PMI, sustainability is more than just minimizing negative externalities. As we offer better alternatives, we see a real opportunity for innovation and growth,” said Oggie Kapetanovic, President of Heat-Not-Burn/IQOS at Philip Morris International.
Kapetanovic also introduced a limited-edition jacket created from recycled tobacco sticks collected in the Czech Republic.
“Seventy-seven percent of the fabric was made from recycled materials. This jacket, with its glow-in-the-dark elements, is a contribution to our circular programs,” he said adding that only 1,000 units of the jacket will be produced.
Aoki praised the partnership, describing it as well-planned. “We focused on form and function, looking for ways to bring my passion and expertise to the collaboration,” he said.
Aoki highlighted key elements of the partnership, including accessories like IQOS doors in pink and blue, featuring his glow-in-the-dark logo, and wraps with monogram designs.
“My approach to music and art complements IQOS’s role as a pioneer in smoke-free products,” Aoki added.
