Where is IQOS ILUMA present?

In some countries such as Japan, Switzerland, Greece, Cyprus, Spain and Portugal, IQOS ILUMA devices, aimed at adult smokers who would otherwise continue to smoke or use nicotine-based products, are already present.

Designed in Switzerland, the new technology in the IQOS ILUMA SMARTCORE INDUCTION SYSTEM™ has made smokers who switched to IQOS ILUMA feel more comfortable moving closer to other people than they did after smoking cigarettes.*

Now IQOS ILUMA brings with it new advanced features. The new devices are characterized by a refined design, available in different colors of your choice and can be easily customized with a wide range of accessories

In Japan, the launch of IQOS ILUMA took place in an atmosphere of great curiosity and interest. On the day of the launch of the new heated tobacco device, the media had access to an exclusive press conference where the product was presented. Later, Japanese consumers were able to discover the latest IQOS innovation online, on the IQOS Japan website.

This was the first digital launch: in addition to completely revamping the IQOS Boutique with the new design and content dedicated to IQOS ILUMA, a pop-up store was also opened in the heart of Tokyo, at the famous Shibuya intersection. The initiative aroused great enthusiasm among Japanese adult IQOS users, offering them a memorable experience with the new ILUMA IQOS. It also intrigued adult smokers looking for an alternative to cigarettes, who were then able to preview the innovative new range of combustion-free devices.

After its launch in Japan and Switzerland in 2021, at the beginning of 2022, IQOS ILUMA landed in the Spanish market with the "Another Level" initiative: an immersive experience in which innovation, design, art and gastronomy merged to create a unique presentation.

The launch night in Madrid was accompanied by a live art exhibition created by artist Sfhir, who using cutting edge techniques such as light painting created photoluminescent works. Light was also the protagonist of the event in the form of an enveloping rain of words in three-dimensional format, thanks to an artistic installation designed by the artist Rebeca Khamlichi.