IQOS debuts Electric Purple variant with stunning light art in Dubai

IQOS has launched its new ILUMA i Electric Purple device in the UAE through an immersive art installation at its Dubai boutique. According to IQOS's announcement, the launch combines product innovation with artistic collaboration, featuring work by Dubai-based French artist Charlotte de Belle to reinforce the brand's growing smoke-free transformation in the region.

What makes the Electric Purple variant different?

The IQOS ILUMA i Electric Purple represents the latest colour variant in the ILUMA i series, maintaining the same heat-not-burn technology while introducing a vibrant purple aesthetic. The device continues to use IQOS's bladeless heating system, designed as an alternative to traditional cigarettes for adult consumers.

This launch builds on IQOS's expanded presence in Dubai, where the brand has been strengthening its retail footprint with dedicated boutiques. The Electric Purple joins existing colour options in the ILUMA i range, targeting style-conscious consumers seeking alternatives to traditional tobacco products.

Who is Charlotte de Belle and what did she create?

Charlotte de Belle is a French artist based in Dubai who specialises in sculpting with light through her company Vertical Design DXB. Having lived and worked in Dubai since 2007, she creates installations that blur the boundaries between art, architecture, and technology.

For this collaboration, de Belle designed an immersive installation based on the concept that "curiosity is the beginning of discovery." The work translates this idea into a physical experience where light, texture, and motion reveal new perspectives as viewers move through the space, encouraging what she calls "focused wandering."

De Belle's work has been featured across major platforms, including Art Dubai, the Bluewaters Art Festival, and Dubai Design Week. Her installations evolve as people move through them, shaped by Dubai's creative landscape and the city's spirit of exploration and innovation.

Why is the UAE important for PMI's strategy?

According to Richa Rustagi, Managing Director of PMI Lower Gulf, Kuwait & Iraq, "The UAE continues to be a key market for PMI, where PMI smoke-free products have built a strong and sustained presence over the years." The launch reflects PMI's commitment to offering differentiated smoke-free alternatives to adult consumers in the region.

Fulya Yalcin, Director of Smoke-Free Products Middle East, highlighted regional trends: "Across the region, we are seeing a growing shift toward experiences that are immersive, expressive, and community-driven. This collaboration reflects that momentum, bringing together art and innovation."

The artistic approach aligns with PMI's broader strategy of positioning itself beyond traditional tobacco, investing over $16 billion since 2008 in developing smoke-free alternatives that now account for 43% of the company's total net revenues.

Should you consider the ILUMA i Electric Purple?

The IQOS ILUMA i Electric Purple targets existing IQOS users seeking a fresh aesthetic and new users interested in heat-not-burn technology. As a colour variant rather than a technical upgrade, it offers the same functionality as other ILUMA i models with the distinctive purple finish.

For adult smokers considering alternatives, the device represents part of IQOS's heat-not-burn category, which heats tobacco rather than burning it. However, potential users should research the technology thoroughly and consult health professionals when considering any smoking alternatives.

The artistic launch approach suggests IQOS is targeting style-conscious consumers who appreciate design and cultural engagement, rather than positioning this solely as a functional product update.

Where to buy IQOS ILUMA i Electric Purple in Dubai

The IQOS ILUMA i Electric Purple is available at the IQOS Boutique in Dubai, where the art installation is also displayed. The company hasn't announced specific pricing for the UAE market or confirmed availability through other retailers.

IQOS operates dedicated boutiques across the UAE, with the Dubai Mall location serving as a flagship multi-category store. Adult consumers interested in the device can visit the boutique to experience both the product and the artistic installation.

For broader availability or online purchasing options, potential buyers should check IQOS's official UAE channels or contact authorised retailers directly.

Frequently Asked Questions

What is the IQOS ILUMA i Electric Purple?

The IQOS ILUMA i Electric Purple is a new colour variant of IQOS's heat-not-burn device, featuring the same bladeless heating technology as other ILUMA i models but with a distinctive purple finish.

Who is Charlotte de Belle?

Charlotte de Belle is a French artist based in Dubai who sculpts with light through her company Vertical Design DXB. She has lived and worked in Dubai since 2007, creating installations for major events including Art Dubai and Dubai Design Week.

Where can I buy IQOS ILUMA i Electric Purple in Dubai?

The device is currently available at the IQOS Boutique in Dubai. IQOS hasn't announced pricing for the UAE market or confirmed availability through other retailers.

What is Philip Morris International's vision for smoke-free products in the UAE?

PMI views the UAE as a key market where smoke-free products have built sustained presence. The company is committed to offering differentiated alternatives to adult consumers as part of its long-term smoke-free vision.

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