For one night, Madrid became one of ZAMNA’s stops, a festival that originated in Tulum and today brings the spirit of electronic music to some of the world’s best-known destinations.
On September 11, at Autonomous University of Madrid, Black Coffee led the line-up, which also featured AMÉMÉ, Argia, Avangart Tabldot and Pablo Fierro. The artists brought different styles to the stage, but they were united by electronic music and the energy that characterised the night.
But at ZAMNA, music is only the beginning…
Since its beginnings, the festival has created a distinctive identity through the way it combines sound with everything that surrounds it. Lights, scenography, installations and nature-inspired elements complete the concept, giving each stop its own character. In Madrid, the stage production added another dimension to the space and brought ZAMNA’s characteristic spirit to the Spanish capital.
Throughout the night, this spirit could also be felt beyond the stage. Every element was carefully curated down to the smallest detail to complement what was happening during the performances and give the audience the opportunity to experience ZAMNA in its entirety.
Madrid also saw the continuation of the international IQOS x ZAMNA collaboration, focused on creating experiences and opportunities for engagement with adult consumers of nicotine products. The partnership was first presented in Tulum in January 2026 and has continued throughout the year across Latin America, Asia, the Middle East and Europe.
Music, art and creativity are some of the elements that bring IQOS and ZAMNA together. They serve as a starting point for creating experiences that go beyond the traditional presence of a brand at an event and for new ways of engaging with adult nicotine-product consumers who choose to engage with IQOS.
Madrid thus marked another milestone for IQOS x ZAMNA. The journey continues, while what comes next remains to be seen.
