IQOS lights up Barcelona to the rhythm of Steve Aoki

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February 3, 2025

On February 3, 2025, IQOS hosted its largest event in Spain at Barcelona's Palau Victoria Eugenia, launching the "Game Changers" campaign centered on music and innovation in tobacco consumption.

The highlight was a spectacular performance by world-renowned DJ Steve Aoki, who unveiled an exclusive limited-edition IQOS ILUMA series—available in PRIME, standard, and ONE models—featuring a groundbreaking 90s-inspired design reflecting his creative world as a producer, entrepreneur, and fashion icon. Aoki collaborated closely on the device and a matching accessory collection, emphasizing shared commitment to innovation for adult smokers seeking better alternatives.

The event featured Aoki's eclectic, high-energy set blending genres, anthems, and a surprising cover of Rocío Dúrcal's "La Gata Bajo La Lluvía," alongside the reveal of a user-collaborative "IQOS Track" remix produced by Ed is Dead involving nearly 500 participants and visualized with AI. The production underscored IQOS's vision for a smoke-free future through transformative events supporting creators and culture.

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