Retro-futurist spectacle with IQOS ‘Electric Dreams’ experiential campaign
AT THE Philippine launch of IQOS ILUMA i Electric Purple, everything felt instantly recognizable in an emotional way, even if it was new. The space felt modern and futur-istic, but also soft and nostalgic at the same time. This mix reminds me of the song “To-gether in Electric Dreams,” which has a similar feeling of a high-tech world that still feels human and sentimental.
The 1984 track imagines technology as a bridge for connection and longing. Standing inside the neon-lit Gallio Events Hall during IQOS’ latest unveiling, that song surfaced instantly in my thoughts.
The venue resembled a retro-futurist film set. Purple and teal lights washed over the room while digital visuals flickered across metallic surfaces. After the new devices were unveiled, guests moved through five themed rooms inspired by destinations tied to the brand’s “Electric Dreams” campaign.
Each space recreated a distinct atmosphere—from desert stillness to underground concerts—which fused travel fantasy with immersive installation art.
“Our next chapter for the IQOS brand is here, and we’re excited to share it with you tonight,” said Henry Yap, IQOS brand manager, during the media launch at Nobu Manila on May 15. “Introducing IQOS ILUMA in Electric Purple. More than just a new color, Electric Purple represents the energy of curiosity—the drive to keep moving forward and explore what’s next.”
“The spirit of curiosity has always been at the core of everything IQOS stands for,” he added.
The new colorway arrives in three versions: IQOS ILUMA Prime, IQOS ILUMA, and IQOS ILUMA One. All keep the same pricing as the existing lineup, wrapped in a deep metallic purple finish that feels both nostalgic and futuristic at once—like an object imagined decades ago about the future people once dreamed of.
That retro-future tension defined the evening. Echoes of the synth-heavy 1980s appeared everywhere: neon hues, chrome accents, glowing corridors, electronic soundscapes. At the same time, the campaign embraced modern ideas of experience-driven branding. IQOS presented movement, travel, atmosphere, and the feeling of stepping into another world.
The centerpiece of the launch was “Electric Dreams,” a series of raffle-based experiences for IQOS users. The destinations had a cinematic quality in their staging. Winners could ride on a float during a massive street music festival in Switzerland, race electric go-karts along Lisbon Harbor at night in Portugal, attend a concert deep inside Slovenia’s Postojna Cave, experience a desert performance beneath the stars in Morocco, or sit inside an immersive orchestral performance in South Korea.
“Electric Dreams is a series of five once-in-a-lifetime experiences across music, art, and motion,” Yap said during the presentation. “These are not just events or giveaways. They are immersive experiences designed to reward the people who choose IQOS.”
The campaign’s language centered on curiosity, discovery, and immersion. Zhenya Ivanov, president of PMFTC Inc., described curiosity as “the inner powerhouse” that continues to drive innovation for the brand and its smoke-free products.
Lifestyle launches today often extend far past the product itself. Companies build emotional worlds around what they sell, and IQOS surrounded its new device with the aesthetics of travel, music, nightlife, and exclusivity. The product became a passport, a fashion piece, and an invitation into a curated experience economy.
“Today’s launch of the Electric Purple IQOS ILUMA i and the Electric Dreams campaign is a signal of how seriously we take our consumers in the Philippines,” said Vicknatheeban Tharmalingam, director of smoke-free products of PMFTC.
“The growth of IQOS is a result of sustained investment in science, product development, retail experience, and consumer trust,” he added.
