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A New Era of Technology and Style: Ploom AURA Presentation in Baku
A New Era of Technology and Style: The Spectacular Launch of Ploom AURA in Baku
The exclusive launch event held in Baku was remembered as much more than a product presentation. It became a complete experiential platform where technology, music, design, and modern lifestyle came together. JTI’s next-generation heated tobacco system, Ploom AURA, went on sale on June 9, and was officially launched in Azerbaijan on June 11. The event offered guests a unique experience that brought together innovation, design, and a modern lifestyle.
From the moment guests entered the venue, they felt as though they had stepped into a specially crafted futuristic world rather than a conventional product launch. Seamlessly integrated design elements, digital light installations, and visual displays reflected the technological spirit of Ploom AURA.
The Event Atmosphere and Venue Experience
The venue was designed not merely for observation but for a fully interactive experience. The lighting design, stage setup, and digital visuals evolved in sync with the rhythm of the evening, creating a dynamic environment. As guests moved throughout the space, they encountered a variety of experiential zones.
The event dedicated to the launch of Ploom AURA in Azerbaijan became one of the brand’s first presentations of its next-generation device in the local market. Following the initial launch event held on April 22 of last year, this gathering brought together Ploom’s partners, and well-known personalities.
Guests explored a venue specially designed for the Ploom brand, featuring a variety of photo opportunities and interactive zones. The event provided attendees with the chance to experience the device’s design up close, explore its features, and gain a deeper understanding of the product. At the same time, it offered a welcoming environment for networking and relaxation, allowing guests to engage more closely with the brand experience.
A Night to Remember Through Music and Performances
The evening’s musical journey was exceptionally well-balanced. Everything happening on stage transformed the energy of the venue while simultaneously making the overall experience feel more cohesive.
One of the most memorable moments for attendees was the mesmerizing performance by Azerbaijan’s People's Artist, Alim Gasimov. The harmony between the music and the atmosphere of the venue created an unforgettable experience for guests.
Following this emotional peak, the atmosphere gradually shifted once again. The pace of the lighting intensified, the energy on stage rose, and the venue transitioned into an entirely new flow. This time, The Blaze took the stage.
With the very first beats, the energy in the hall changed completely. Powerful electronic rhythms, immersive visuals flowing across giant screens, and a spectacular light show merged together, transforming the venue into something that felt closer to a large-scale music festival.
What made the experience particularly remarkable was that these two seemingly different worlds did not clash but rather complemented one another. The emotional depth created by Alim Gasimov’s performance was gradually filled by the rhythms of The Blaze, allowing the night to continuously reinvent itself through each transition. As a result, it felt less like two separate performances and more like a single, interconnected experience.
The Ploom AURA Presentation
At the heart of the evening, the official unveiling of Ploom AURA took place. Guests were shown that Ploom AURA is not merely a device but a next-generation technology designed to deliver a personalized user experience.
During the presentation, the device’s key functional advantages and user-centered design philosophy were highlighted. In keeping with the overall concept of the event, the launch was presented not as a simple demonstration but as a visually engaging and emotionally immersive experience.
Smart Technology and User Experience
Ploom AURA stands out with its mobile app integration. Through Bluetooth connectivity, users can synchronize the device with their smartphone to monitor battery status, manage software updates, and remotely lock the device. The “Find My Device” feature further enhances everyday convenience, delivering a more personalized user experience. The app’s core functionality is the ability to control and customize the device’s heating modes.
Another key innovation of the device is the Heat Select System, which allows users to adjust heating settings according to their personal preferences. This technology enables each user to choose their preferred intensity level for a tailored experience. Meanwhile, the Smart HeatFlow system, as in the previous generation, heats tobacco without combustion, ensuring a more consistent, balanced, and comfortable experience.
Design and Personalization
Ploom AURA distinguishes itself not only through technology but also through its design philosophy. Its lightweight and ergonomic construction makes daily use more comfortable. The minimalist design language reflects contemporary aesthetics, transforming the device into not only a functional product but also a stylish lifestyle accessory.
Interchangeable front panels and accessories allow users to personalize the device according to their individual preferences. This approach enables Ploom AURA to adapt to each user’s personal style, turning it into a truly unique object.
The launch of Ploom AURA in Baku will be remembered as a unique evening where innovation, music, design, and culture came together. The emotional performance by Alim Gasimov and the energetic set by The Blaze elevated the event beyond a traditional product launch and transformed it into a complete experience.
With the introduction of Ploom AURA, the evening marked the beginning of a new chapter in modern technology and lifestyle culture in Baku, securing its place in the city’s history.
