IQOS partners with global artist Jefrë Manuel to create Curious Icons, an installation that celebrates innovation.
Beyond offering cigarette alternatives, IQOS aims to build a community that champions innovation and creativity. In pursuit of this vision, PMFTC, Inc., Philip Morris International’s (PMI’s) Philippine affiliate, has partnered with renowned Filipino-American artist Jefrë Manuel for a collaboration that merges art and advocacy.
The IQOS x Jefrë collaboration features “Curious Icons,” an installation that reimagines how art and design can inspire transformation and progress, marking a bold new chapter in the brand’s journey toward a meaningful, smoke-free future.
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Beyond The Mission
More than a meeting of art and innovation, the collaboration stands as a powerful expression of progress—capturing the essence of transformation that lies at the heart of both Jefrë’s creative practice and IQOS’s mission to offer better, smoke-free alternatives for adult smokers seeking to move away from traditional cigarettes. Drawing on his mastery of reshaping urban spaces through monumental public art, Jefrë infuses the work with his signature language of scale and symbolism, embodying IQOS’s vision of reinvention and forward movement.
“This partnership with Jefrë is a reflection of what’s possible when creativity meets technology,” said Gijs de Best, president of PMFTC Inc. “It’s an invitation to think differently, to embrace change, and to see the future through a more imaginative lens. Through Jefrë’s work, IQOS continues to evolve as a brand that values innovation, human connection, and new ideas.”
“Curious Icons” isn’t just an art installation—it’s a reflection of a mindset. It represents design as a form of dialogue, progress as a shared journey, and creativity as a catalyst for change. Through this collaboration, IQOS underscores its commitment to reimagining what innovation can look like when infused with human stories and artistic vision.
All photos courtesy of IQOS
