In ‘Curious Icons,’ Jefrë Manuel Makes a Statement on Progress and Possibility
In his latest artistic collaboration with IQOS, the Filipino-American artist redefines transformation through art and design
This article is only for adults who would otherwise continue to smoke or use other nicotine products.
What is the IQOS x Jefrë collaboration all about?
In support of Philip Morris International’s (PMI’s) mission to provide and promote smoke-free alternatives, 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: ‘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 experiences that go beyond technology.
Comprising monumental three-meter sculptures and hand-sized figurines, ‘Curious Icons’ isn’t just a collection of works of art; they are symbols of transformation and resounding reminders that change often begins with a simple decision to look deeper.
READ MORE: IQOS Launches “Forever Curious” Campaign, Marking a New Chapter in the Smoke-Free Movement
“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.”
Jefrë Manuel, celebrated 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. Beyond art, it is 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 thought-provoking public art.
IQOS is available in over 70 markets globally, with over 34 million users worldwide—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.
Curious about the pleasures IQOS can give you? Visit IQOS.com or follow IQOS on Facebook and Instagram.
GOVERNMENT WARNING: This product is harmful and contains nicotine, which is a highly addictive substance. It is for use only by adults and is not recommended for use by non-smokers.
