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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.
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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
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