IQOS unveils artistic collaboration with Filipino-American artist Jefrë Manuel, redefining transformation through art and design

MANILA, Philippines, September 26, 2025 – In support of Philip Morris International’s (PMI’s) mission to make cigarettes obsolete, PMFTC, Inc., PMI’s Philippine affiliate, has announced a landmark collaboration between IQOS and world-renowned Filipino-American artist Jefrë Manuel. 

The IQOS x Jefrë collaboration culminates in an installation, coined ‘Curious Icons’, redefining how art and design shape perspectives on transformation and progress. This marks a bold new chapter in IQOS’ mission to create meaningful smoke-free experiences that extend beyond technology as PMI’s leading heated tobacco system¹.

"More than just an installation, this collaboration with Jefrë is a statement about progress and possibility," said Gijs de Best, president of PMFTC Inc. "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." 

The IQOS x Jefrë collaboration is a powerful fusion of technology and design, creating a striking symbol of progress. Jefrë Manuel, celebrated globally for his large-scale public art that redefines cityscapes worldwide, brings his monumental artistic language to this partnership. This union embodies transformation, a central theme deeply rooted in both Jefrë’s art and IQOS’ mission to offer better smoke-free alternatives to adult smokers who have made the choice to move away from cigarettes. 

‘Curious Icons’ stands as a landmark representation of design, progress, and new perspectives. It isn't just an art exhibit; it's an invitation to a new way of thinking and living. It underscores IQOS’ commitment to fostering progressive dialogue around innovation and transformation, aligning with Jefrë’s global reputation for creating iconic, thought-provoking public art. 

IQOS is available in over 70 markets globally, with over 34 million users worldwide², the majority of which have fully switched away from cigarettes. This collaboration with Jefrë further solidifies IQOS’ dedication to providing better alternatives while also sparking new conversations that fuel innovation and creativity.

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^[1] PMI global estimate of total In-Market Sales of Heated Tobacco Units as of February 2024.

^[2] PMI Q2 2025 Earnings Release