International Design & Entertainment GmbH

IDE – International Design & Entertainment GmbH was a Munich-based brand-extension company created by Philip Morris Germany in 1986. Set up under marketing director, IDE developed lifestyle and entertainment ventures associated with the Marlboro brand, including the Marlboro Music record label, **Marlboro Reisen**, and the **Marlboro/Philip Morris Design Shop** retail/catalog program.

Activities

IDE acted as the corporate parent for the German label Marlboro Music and related sublabels; Discogs lists IDE as parent to Marlboro Music and other imprints. Contemporary accounts of the initiative describe a broader diversification into travel services and branded retail/design catalogs.