IQOS x Jefrë: Embracing Technology and Design to Create Progress

This article is only for adults who would otherwise continue to smoke or use other nicotine products.

Every breakthrough begins with curiosity. In Curious Icons, a faceless and reflective installation, IQOS and globally renowned Filipino-American artist Jefrë Manuel merge art and innovation to reimagine meaningful, smoke-free experiences beyond technology.

RELATED: For Her Lifestyle That is Smoke-Free Yet Style-Forward 

As Philip Morris International’s leading heated tobacco system, IQOS ushers in a new chapter through this collaboration—a symbol of progress and possibility. “It encourages audiences to embrace innovation, creativity, and new perspectives,” expressed Gijs de Best, president of PMFTC Inc. “By engaging with the world of art and design through Jefrë’s visionary work, IQOS is signaling its evolution as a brand that champions forward-thinking ideas and resonates with audiences on a deeper, more human level.”

Renowned for his large-scale public art that redefines global cityscapes, Jefrë continues to merge technology, design, and emotion in his work. His collaboration with IQOS becomes an invitation to see our surrounding and ourselves through new lens. More than a creative partnership, it represents transformation—a theme that mirrors Jefrë’s artistry and IQOS’ mission to provide better smoke-free alternatives for adults moving away from cigarettes.

‘Curious Icons’ embodies the spirit of curiosity that drives change. It stands proudly as a symbol of design, progress, and perspective. Through this collaboration, IQOS reaffirms its commitment to fostering dialogue around innovation, while Jefrë’s thought-provoking creations ignite conversations that fuel creativity.

Together, IQOS and Jefrë redefine how art and innovation can inspire transformation—one curious spark at a time.

Government Warning: This product is harmful and contains nicotine, which is a highly addictive substance. This is for use only by adults and is not recommended for use by non-smokers.

For adult smokers looking for smoke-free alternatives, visit the official IQOS website to learn more.

Featured Image and Photos: IQOS

Moira Del Rosario

Digital Content Writer

Once immersed in fictional writing at UP Diliman, Moira del Rosario eventually traded imagined worlds for the fast-paced landscape of digital media as a Digital Content Writer for MEGA Asia, covering women’s stories across the region alongside the latest in beauty.

They spotlight women shaping culture today through profiles, exclusive features, and roundups on Asian representation at global fashion events. They also write about beauty through a growing lens—covering makeup, skincare, wellness, nails, and fragrance with curiosity and a strong eye for emerging trends.

Having worked in digital media for years, Moira is drawn to stories that beg to be unraveled—from the ever-changing landscape of pop culture and the inner workings of beauty to queer voices that deserve to be seen, celebrated, and championed.

Read More

See more stories by Moira Del Rosario