IQOS x JEFRË: When Art Meets Curiosity

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Every transformation starts with something small: a pause, a question, a moment of curiosity. For IQOS and internationally acclaimed Filipino artist JEFRË, that spark became the beginning of a collaboration that turns art and design into an invitation to see the world and ourselves in new ways.

At the heart of this partnership are the Curious Icons: Power and Pleasure. Faceless, reflective, and poised in quiet wonder, they embody curiosity at the very moment of choice. From monumental three-meter sculptures to hand-sized figurines, these creations are not just works of art but symbols of transformation, reminders that change often begins with a simple decision to look deeper.

The collaboration goes beyond the sculptures themselves. Through gallery-style installations in IQOS stores and storytelling that brings the creative process to life, IQOS and JEFRË create spaces where curiosity can spark reflection and conversation. It is not about product, it is about perspective and the quiet moments that lead us to imagine something better.

This is not the first time IQOS has partnered with the world of art, and it will not be the last. The collaboration with JEFRË is part of an ongoing journey of working with cultural voices who share the same belief: that curiosity opens new possibilities. Curiosity opens doors, shifts perspectives, and makes room for small moments of joy because in the end, when curiosity is satisfied - pleasure wins.