On a cool desert evening in Bnaider, Levels Kuwait feels less like a venue and more like a gathering for people who are in the know. Music drifts across the sand, conversations overlap, and creativity mingles with tradition as besties. It is exactly the kind of place where ideas are exchanged, not just displayed.

Known for curating experiences that celebrate local talent, independent brands, and immersive concepts, Levels has become a platform where Kuwaiti culture is explored in modern ways. The addition of an IQOS booth this season fits naturally into that environment. Rather than a typical product showcase, the space invites adult smokers to ask questions, explore the science behind smoke-free alternatives, and understand how technology is reshaping the future of smoking.

Visitors were guided by trained IQOS specialists who focused on conversation, not persuasion. The goal was simple: provide clear, honest information so adults can make informed choices.

For Philip Morris International, Kuwait holds long-term importance in its global shift toward a smoke-free future. According to Ross Donovan, General Manager of Philip Morris Kuwait, the choice of Levels was never just about visibility.

“Levels is a Kuwaiti-born concept that brings heritage and modern life together,” he said. “It reflects the same balance we aim for with IQOS.”

Kuwait has nearly one million adult smokers, and around 100,000 have already moved to smoke-free alternatives such as IQOS. That number continues to grow, showing a clear appetite for better options.

“Our role is not to convince,” Donovan explained. “It is to educate. Adults deserve access to real information so they can decide what is right for them.” The IQOS space at Levels will remain throughout the season, offering ongoing access to experts for adults who would otherwise continue smoking.

Earlier this year, IQOS ILUMA was introduced in Kuwait. It is the brand’s most advanced device so far, designed with a bladeless heating system, a touch screen interface, pause mode, and flexible puff control. In simple terms, it is cleaner, easier to use, and more tailored to individual habits.

IQOS is not risk-free and contains nicotine, but studies show it produces significantly lower levels of harmful chemicals compared to cigarettes. For smokers who do not quit, switching completely can make a meaningful difference.

Donovan puts it plainly: “The best option is always to quit. But for those who do not, we believe better alternatives matter.”

One of the highlights at Levels is IQOS’s collaboration with Kuwaiti designer Abrar Zenkawi. Her limited-edition sleeves and accessories draw from Sadu weaving patterns and desert tones, creating pieces that feel deeply local without feeling nostalgic.

The partnership reflects IQOS’s “Curious Minds” philosophy, where culture, design, and technology meet naturally.

“We wanted something that felt Kuwaiti, not imported,” Donovan said. “Abrar’s work does that beautifully.”

It is a reminder that even in highly technical products, storytelling still matters.

Behind the lifestyle aesthetics is a much larger transformation. Philip Morris International now offers smoke-free products in 100 markets, with more than 41 million adult users worldwide. Smoke-free products already represent a significant share of the company’s business, and that number continues to rise.

Since 2008, PMI has invested over $14 billion in research and development, publishing hundreds of peer-reviewed scientific papers and working closely with regulators and research institutions around the world.

The company’s ambition is clear: to eventually stop selling cigarettes altogether.

“We are not pretending this change is easy,” Donovan said. “But we are committed to it.”

At Levels, the IQOS activation is strictly for adults aged 21 and above. Age verification, responsible messaging, and clear communication guidelines are central to every interaction.

This is not about trends or aesthetics alone. It is about offering adult smokers alternatives supported by science, transparency, and accountability.

For PMI, Kuwait is not just another market. It is a country with a strong sense of identity, a growing creative scene, and a generation that expects brands to act responsibly.

“We want to grow with Kuwait,” Donovan said. “Through innovation, local partnerships, and honest communication, we hope to be part of a better future.”

At Levels, that future is not presented as a campaign. It is simply a conversation, happening quietly in the desert, one question at a time.