Shaping what’s next for the brand and solidifying its commitment to create meaningful smoke-free experiences, IQOS marks a bold new chapter with its ground-breaking, boundary-blurring collaboration with acclaimed Filipino-American artist Jefrë Manuel.
Last September 26 at Uptown Bonifacio in Taguig City, IQOS and Jefrë unveiled the result of their exciting, month-long partnership- the first of two 10-ft installations coined ‘Curious Icons.’
“This collaboration with Jefrë is a statement about progress and possibility,’ said Gijs de Best, president of PMFTC Inc., the Philippine affiliate of Philip Morris International.
“It encourages audiences to embrace innovation, creativity and new perspectives. 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.”
Jefrë explained that while skylines of Manila continue to inspire him, two emotions intrigued him for IQOS: Power and Pleasure. This became his theme for Curious Icons, sculpting a pair of 10-ft statues portraying Power and Pleasure.
He added that the key design element of the Curious Icons is the ‘window’ on their faces, which is actually the IQOS logo.
‘The key for me was more than a logo. It was a window. A window for opportunity, a window into people’s journeys, and a window for creativity. This idea of creativity through curiosity is reflective of the brand campaign,’ Jefrë expressed.
Beyond becoming iconic landmarks, the Curious Icons also stand as an invitation to see the world and ourselves in new ways.
In Jefrë’s case, he was challenged to transform his art for the IQOS collaboration.
Channeling the brand’s core value of curiosity, he said, ‘As an artist, I’m always curious about how I can evolve in my art.’
Through IQOS, his first brand collaboration in the Philippines, his art became ‘more personable.’ He created miniature, hand-sized versions of Pleasure, which allowed viewers to interact and touch his work at IQOS Stores in SM Aura, Bonifacio High Street and SM Mall of Asia for a limited time only.
He was glad with how people could get eye-to-eye with the miniatures, look through the windows in their faces-as opposed to looking up at his towering monuments in Metro Manila.
For his part, IQOS Brand Manager Henry Martin Yap related, ‘When we were going through the design process, we were really looking at our shared values. Curiosity, progress and discovery are something that’s-as Jefre would say-symbiotic in terms of relationship to art.’
Yap further said, ‘We also wanted to focus on building more meaningful connections with the audience and I think art is a good vehicle for us to be able to do that.’
Beyond innovating products such as smoke-free alternatives for individuals moving away from cigarettes, IQOS also continues to blur boundaries and create dialogues in technology, art and design by collaborating with talented Filipino creatives.
‘What you can expect from these types of collaborations is that we’re always looking to do more,’ Yap enthused.
The IQOS x Jefrë collaboration is a testament to this. It’s a powerful fusion of technology and art that represents a striking symbol of transformation and progress.