09/07/2025

True Spectacle on the IQOS ILUMA i Launch

They say the formula for success is a complex equation, but at its core lies a constant passion for innovation, excitement, and avant-garde experiences. IQOS always follows these principles, and if you attended the unveiling of the new IQOS ILUMA i, then you know that even this description falls short of what actually happened last Thursday at Roosty.

We created an event never seen before in our region – a historically spectacular celebration where the new IQOS ILUMA i devices took the spotlight under a blaze of lights. If you weren’t there and want to know what the atmosphere was like, this text is for you.

Right at the start, at 8 PM, the legendary DJ Goce SAF kicked off the event with excellent music. Guests arriving were welcomed with a glass of prosecco, and the space at the newly opened venue and IQOS Space Roosty quickly filled up, creating an incredible atmosphere.

Every visitor had the chance to enjoy DJ Goce SAF’s rhythm, but also explore one of three interactive music zones.

The first zone was dedicated to "Pause and Pose" – an automatic camera captured a photo the moment the music stopped, while participants danced to the beat. The blend of smiles and playful movement created lasting memories.

The second zone revealed just how much musical talent IQOS users have. Here, visitors could compose their own melodies using a sampler. The melodies created proved the presence of true hidden talents.

The third zone was focused on IQOS Curious X activities. Each visitor could listen to two reworked Macedonian songs, modernized by Aleksandra Janeva and her team, and vote for their favorite. Online voting is still open, and after it ends, the winning song will get a full makeover, including a new arrangement, music, and video. After voting, everyone received a Viber message with a chance to play “scratch the card” in the IQOS CLUB for a chance to win a new IQOS ILUMA i voucher.

Next on the agenda was the main event that stunned both attendees and people passing by in that part of the city, and this is said in the best possible way. The music stopped, and 150 drones rose into the sky, spelling out the name of the new devices – IQOS ILUMA i.

Right afterward, the curtains of the fourth zone dropped, revealing the new devices for the first time, which will officially launch on our market on July 9, 2025. In the same space, sales experts were available to answer any questions and share everything about the new series. Naturally, the most curious users got exclusive access to be among the first to own a device from the new ILUMA i lineup. Once the drone show concluded, dazzling the audience with a sky spectacle over Skopje, the celebration continued with a live performance by Aleksandra Janeva and her band.

Aleksandra Janeva took the stage with her powerful voice but also took a moment to present the two reimagined songs eligible for voting on the IQOS Curious X platform.

The traditional Macedonian songs “Ми подаваш рака” and “Сè што сакав,” performed by Janeva, now have the chance to receive a completely modern arrangement. However, only one will be transformed — the one that receives the most votes.

Those present at the event were able to hear live versions of how the songs could sound once revamped by Janeva and her team, supported by IQOS.

After Janeva’s performance, another well-known name to the Macedonian audience took the stage — Kiril Džajkovski with his band, who is globally known for representing traditional Macedonian sounds.

By then, the audience was fully energized, and Roosty turned into a dance floor where everyone partied and danced to the infectious rhythm of Kiril Džajkovski. Anyone who has been to his shows knows how electric it can get.

If all this sparked your curiosity, visit the page dedicated to IQOS ILUMA i. Discover everything by leaving your information so we can contact you — and you can be among the first to order a device from the new IQOS ILUMA i series.

Stay curious.