What started in Tulum in January 2026 has grown into a global journey, bringing together music, technology and smoke-free culture in destinations across the world. Each event remains rooted in a shared spirit of discovery, creating experiences for those adult smokers who are curious to discover better alternatives to cigarettes . Nearly a year after IQOS and ZAMNA first announced their partnership, that journey arrives in Madrid. This event continues a shared ambition to create a new standard for music events globally, at the intersection of music and innovation, and sets the stage for future experiences around the world.
At IQOS, curiosity is our key driver. It is this inner powerhouse which moves us forward and ignites positive change around us. It drives us to explore different perspectives, seek better experiences for our adult consumers. We believe in the transformative magic of curiosity to create better moments. A force that sparks new ideas, new ways of thinking and new smoke-free environments.
To make this vision come true, we teamed up with ZAMNA – the iconic global music stage that turns spaces into magnetic epicenters – where innovation, culture, nature, and sound collide. The two brands are united game-changers. ZAMNA has redefined entertainment, raising the bar for immersive music experiences, while IQOS has challenged the status quo to pioneer innovative and better alternatives to smoking. The two brands have set a new standard.
A shared commitment to empower smoke-free culture
through music, innovation and unforgettable experiences.
By making ZAMNA’s global events smoke-free, we aim to create environments that are free
from ash, smoke and cigarette smoke smell, aligned with the expectations of today’s adult
consumers. It’s about accelerating the delivery of a smoke-free future beat after beat.
Through an unprecedented consumer experience, IQOS and ZAMNA invite adult nicotine users
to discover music, culture and innovation.
Each destination becomes a cultural corridor – a living, breathing fusion between global vision
and local inspiration. From the lush jungles of Tulum to the Pyramids of Giza, or the energy of
Madrid, each location becomes a living canvas where our curiosity takes form.
It’s time to turn every journey into a story worth telling. It’s time to experience what IQOS X
ZAMNA feels like.
