With over 500,000 participants from over 150 countries, 9 stages and over 200 artists and DJs, UNTOLD 2026 reconfirmed its status as the third largest music festival in the world. For four days, Cluj-Napoca became the meeting point of music, culture and creativity, bringing together communities from all over the world in an experience that transcends the boundaries of a traditional festival.
At the 2026 edition, IQOS was present at the festival with adult-only activations built around design, exploration and individual expression. Under the concept of “Remix The Unexpected” the presence of the brand proposed a series of installations, collaborations and artistic moments that completed the atmosphere of one of the biggest music festivals in Europe.
A space dedicated to creativity and design
One of the highlights of the IQOS presence was The Remix Towerthe 12-meter high installation that quickly became a landmark on the festival map. Built around light plays and perspective effects, the installation offered adult participants a space for exploration and visual interaction. Around him came to life IQOS Gallerya dedicated space creative communities and local collaborations. Under the concept of “Remix Your Style”, visitors here discovered capsule collections and accessories made together with local designers, in a setting at the intersection of contemporary design and individual expression.
“As the global leader in the heated tobacco product category, IQOS continues to innovate and create relevant and memorable experiences. Our partnership with UNTOLD reflects the values we share: creativity, innovation and the ambition to inspire. Through this year’s activations, we created authentic opportunities to engage with adult consumers that celebrated self-expression and curiosity in one of the region’s most vibrant cultural and entertainment hubs.”said Marek Gebski, Smoke-Free Products Director, Philip Morris Romania.
Special moments on the UNTOLD stage
In addition to the activations dedicated to the adult audience, IQOS was present throughout the festival and through a series of artistic moments designed to complement the atmosphere of the event. During the four days, the brand surprised the audience with unexpected appearances and new collaborations integrated into the festival program, on the main stage. These initiatives added energy and dynamism to the UNTOLD experience, contributing to the vibrant atmosphere of the event.
More than a presence in the festival
Through spectacular installations, interactive experiences and artistic moments, IQOS has brought to UNTOLD a universe built around inspiration, curiosity and personal expression.
The meeting between IQOS and UNTOLD started from a natural affinity for creativity and contexts that encourage people to explore, discover and express themselves authentically. In a festival where music, design and contemporary culture can be found at every turn, this partnership has created new opportunities for connection and inspiration for adult attendees.
“A festival is built primarily on the experiences it offers, not on the number of brands displayed. Today, the public immediately differentiates between a visible presence and one that brings something extra. IQOS chose the second option, through design, through collaborations with local creators and through spaces designed for UNTOLD fans. It is the direction in which we want our partnerships to go, and we look with confidence at the future of this partnership, which will evolve more and more beautifully”, said Bogdan Rădulescu, co-founder of Untold festival.
Material supported by IQOS.
IQOS is not without risks. It releases nicotine, which is addictive. IQOS is intended for adults who would otherwise continue to smoke or use nicotine products.
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