IQOS has launched the new limited-edition IQOS ILUMA i REMIX for its tobacco heating system, an innovative collection inspired by the concept of individual energy and self-expression. This edition is built on the idea that every person has a unique energy capable of shaping light, sound, and the surrounding atmosphere, turning moments into an immersive, personal experience under the tagline: Your Energy is the Key.
A Renewed Spark from the Heart of Beirut
In the heart of the Lebanese capital, Beirut, IQOS hosted a special launch event for its new limited-edition IQOS ILUMA i REMIX. This event was not just a product launch, but an artistic celebration embodying the campaign’s tagline, Your Energy is the Key, where the creative energy of Beirut was transformed into a multi-sensory experience.
A Standout Artistic Collaboration
The essence of the event lay in a unique, first-of-its-kind artistic collaboration that brought together two of Lebanon’s most prominent musicians to produce an exclusive music track embodying the spirit of REMIX. This collaboration stands as a testament to IQOS’ commitment to supporting local talent and merging art with technology, bringing together:
- Georges Richa (RICHA): An exceptional Lebanese DJ and producer, characterized by his deep understanding of rhythm stemming from his beginnings as a drummer. RICHA has built a global artistic career spanning Lebanon, Dubai, and Europe, sharing the stage with international artists such as Black Coffee and Adam Port. He is renowned for his signature open-format style that masterfully blends House, Commercial, and Arabic EDM, bridging different musical tastes.
- Andre Soueid: The internationally acclaimed violinist who launched his journey from Beirut, achieving a massive global following of over a million followers. Andre has transformed the violin from a classical instrument into a leading voice in the electronic music scene, masterfully fusing his academic mastery of the violin with the power of modern electronic beats. His unique style does not merely accompany the music, but leads it with passion and power.
Through this collaboration, a live musical performance was presented, where the musical track was fully synchronized with the venue’s dynamic lighting to capture unique moments where melody, movement, and light harmonized, translating the idea that everyone’s energy is the key to shaping an unforgettable experience.
Guests also enjoyed an interactive light tunnel leading them into the heart of the experience, alongside an interactive performance stage where the visuals evolved with the live music, a Photo Booth that transformed portraits into one-of-a-kind REMIX-inspired art keepsakes, and a UV Activation station where guests could choose glowing, UV-reactive body art to add their own personal touch to the experience.
The New REMIX Collection
“We believe that everyone carries a unique energy, and that is exactly what the IQOS ILUMA i REMIX edition celebrates,” said Amr Taha, General Manager Lebanon at Philip Morris International
He added “There was no better way to bring the tagline Your Energy is the Key to life than through this outstanding artistic collaboration in the vibrant heart of Beirut. Blending Georges Richa’s innovative beats with Andre Soueid’s captivating violin melodies stands as a living testament to our commitment to supporting local talent and delivering unforgettable experiences. We are proud to offer a better alternative for adult smokers while, at the same time, enriching the cultural scene by merging art and technology.”
Although not risk-free, heated tobacco products offer an alternative that reduces exposure to harmful chemicals for adult smokers who would otherwise continue smoking. While cigarettes burn tobacco at temperatures of around 800 degrees Celsius, IQOS heats tobacco at a lower temperature (instead of burning it), producing an aerosol that contains lower levels of harmful chemicals compared with cigarettes’ smoke.
Philip Morris International: A Global Smoke-Free Champion
Philip Morris International is a leading international consumer goods company, actively delivering a smoke-free future and evolving its portfolio for the long term to include products outside of the tobacco and nicotine sector.
The company’s current product portfolio primarily consists of cigarettes and smoke-free products, including heat-not-burn, nicotine pouch and e-vapor products. Our smoke-free products are available for sale in over 105 markets, and as of December 31, 2025, PMI estimates they were used by over 43 million legal-age consumers around the world, many of whom have moved away from cigarettes or significantly reduced their consumption.
The smoke-free business accounted for 43% of PMI’s first-quarter 2026 total net revenues. Since 2008, PMI has invested over $16 billion to develop, scientifically substantiate and commercialize innovative smoke-free products for adults who would otherwise smoke, with the goal of completely ending the sale of cigarettes. This includes the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioral research, as well as post-market studies.
Following a robust science-based review, the U.S. Food and Drug Administration has authorized the marketing of Swedish Match’s General snus and ZYN nicotine pouches and versions of PMI’s IQOS devices and consumables – the first-ever such authorizations in their respective categories.
Versions of IQOS devices and consumables and General snus also obtained the first-ever Modified Risk Tobacco Product authorizations from the FDA. With a strong foundation and significant expertise in life sciences, PMI has a long-term ambition to expand into wellness areas.
References to “PMI”, “we”, “our” and “us” mean Philip Morris International Inc., and its subsidiaries. For more information, please visit www.pmi.com and www.pmiscience.com.