Food, drinks, music, lights, experiences. Every event or invite I attended from IQOS has always been a whirlwind of enjoyable emotions and feelings, and this recent shindig curated by PMFTC, Philippine affiliate of Philip Morris International, is exactly just that.

We first went to Nobu Manila for a sit down dinner with PMFTC executives, ostensibly, to talk about the new IQOS Iluma I Electric Purple variant—a vivid, high-saturation color that sits between violet and magenta—for their line of tobacco-heating devices, but in truth, to try the most excellent dishes of chef Nobu Matsuhisa. Anything for a chance to try again the restaurant’s famed Black Cod with Den Miso, the Nobu crown jewel, defined by its ultra-buttery texture, deeply caramelized exterior, and a balance of sweet and savory flavors.

We also had kurobuta pork nori, prawn and crispy shiitake salad, and slow-cooked beef brisket, topped off with another of my Nobu Manila favorites, their dessert, Miso Cappuccino, made with miso brulee, candied pecan, vanilla ice cream, and coffee foam.

During the dinner, PMFTC executives formally introduced the IQOS ILUMA i Electric Purple, describing the new colorway as an expression of curiosity, exploration, and discovery. The company also unveiled “Electric Dreams,” a global campaign tied to the launch, which it described as a series of immersive experiences designed to encourage adult smokers and IQOS users to step beyond the ordinary and explore new environments, ideas, and connections.

“At IQOS, we believe that being forever curious is the inner powerhouse that fuels us to push the boundaries of continuous innovation to accelerate the end of cigarettes. It makes us who we are,” said Zhenya Ivanov, president of PMFTC Inc.

Zhenya added that the mindset has defined the brand for its more than 35 million users worldwide, “whether through groundbreaking product innovation or best-in-class consumer experience.”

The company said the “Electric Dreams” initiative includes specially crafted experiences in destinations such as Portugal, Slovenia, and South Korea. “Electric Dreams is designed to turn curiosity into unforgettable memories and stories to be shared.” Zhenya shared.

“With the IQOS ILUMA i Electric Dreams initiative, we encourage adult nicotine consumers to embrace an electric way of dreaming,” he continued. “IQOS Electric Dreams welcomes adult smokers to explore the electric dimension of curiosity, guiding them toward new adventures, stronger connections, and ultimately making them aware of better alternatives to cigarettes such as IQOS.”

After the serious business of eating and socializing, an IQOS event can’t be complete without transferring to a nearby venue, this time Gallio, a stone’s throw away from Nobu, for a night of fun and spectacle, music, and good drinks, all in purple, of course, from the cocktails to some of the hors d’oeuvres, at least from what I could make out in the dim lighting.

At Gallio, IQOS transformed the venue into a maze of five themed rooms, each inspired by destinations connected to the Electric Dreams campaign. DJs performed throughout the night as guests moved from one room to another, each space drenched in neon purple lighting and futuristic (sometimes retro-funk) décor that leaned heavily into the campaign’s electric, dreamlike aesthetic.

The night unfolded as a full-scale sensory spectacle, with guests moving between rooms pulsing with music, purple neon lights, cocktails, and immersive installations inspired by the campaign. DJs kept the energy high as people gathered around the bars, explored the themed spaces, and took in the visual effects and interactive elements built around the Electric Purple launch.