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IQOS x Jefrë Unveil “Curious Icons”
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Filipino-American artist Jefrë Manuel is globally celebrated for defining cityscapes with massive, thoughtful public art. His latest work, Curious Icons, is a landmark installation born from a bold collaboration with IQOS, the heated tobacco system brand under PMFTC, Inc. This powerful fusion is a declarative statement on transformation and progress, asserting that the act of embracing innovation is, in itself, the highest form of design.
Launched in September 2025, the collaboration redefines how art and design shape perspectives on major shifts, reflecting Philip Morris International’s mission to make cigarettes obsolete. By connecting Jefrë’s monumental artistic language to a global movement toward better alternatives, IQOS signals its evolution as a brand championing forward-thinking ideas.
“More than just an installation, this collaboration with Jefrë is a statement about progress and possibility,” affirmed Gijs de Best, president of PMFTC Inc. “It encourages audiences to embrace innovation, creativity, and new perspectives…resonating with audiences on a deeper, more human level.”
The Architecture of Change
Jefrë, known for his ability to translate profound concepts into physical forms that anchor public spaces, applies this mastery to ‘Curious Icons’. The work embodies transformation—a central theme deeply rooted in both the artist’s mission and IQOS’ commitment to offering smoke-free alternatives to adult smokers.
The resulting figures are a striking symbol of progress. They are faceless, reflective, and posed in quiet contemplation, embodying curiosity at the very moment of choice. These icons, named Power and Pleasure, range from hand-sized figurines to commanding three-meter sculptures that are currently being featured in gallery-style installations across major IQOS stores, including MOA, BGC, and SM Aura.
These pieces are designed to initiate dialogue. By deliberately making the icons reflective, Manuel ensures that the audience becomes part of the art. The viewer sees their own face staring back, immediately placing them within the context of transformation and the journey toward a better choice.
Designing the Moment of Choice
The installation is an invitation to engage with a new way of thinking and living. Its launch event, held in Bonifacio Global City, immediately extended the concept of curiosity into Manila’s creative landscape. This blend of visual art, technology, and sound emphasizes that progress is a continuous, collective act of exploration driven by curiosity. It solidifies IQOS’ dedication to fostering a progressive conversation that fuels local creativity and innovation.
Manuel’s globally celebrated work—now imbued with a narrative of personal and technological evolution—offers a sophisticated perspective on Filipino-driven design. The ‘Curious Icons’ stand as a landmark testament that true design prowess lies in shaping not just the aesthetic of the city, but the very perspective of its inhabitants.
IQOS is currently available in over 70 markets globally, with over 34 million users worldwide, the majority of whom have fully switched away from cigarettes. This collaboration ensures that the global commitment to transformation is mirrored in a landmark piece of Philippine art and design.
Images courtesy of IQOS
Frequently Asked Questions
Curious Icons is a landmark artistic collaboration between Filipino-American artist Jefrë Manuel and IQOS. The installation serves as a visual metaphor for transformation and progress, reflecting a mission to embrace innovation over traditional habits. By using monumental art to anchor public spaces, the project seeks to shift the perspective of city inhabitants toward a future defined by better choices and technological evolution.
Jefrë deliberately designed the icons, named Power and Pleasure, with reflective surfaces to ensure the audience becomes an integral part of the art. When viewers see their own faces staring back, they are immediately placed within the context of the work’s theme: the moment of choice. This architectural choice transforms a static sculpture into an interactive dialogue about personal and collective transformation.
The sculptures, which range from small figurines to commanding three-meter commanding installations, are featured in gallery-style displays across major IQOS flagship locations. Key viewing sites include Bonifacio Global City (BGC), Mall of Asia (MOA), and SM Aura. These high-traffic urban centers were strategically chosen to initiate dialogue within Manila’s most prominent creative and commercial landscapes.
The collaboration asserts that embracing innovation is the highest form of design. By connecting Jefrë’s monumental artistic language with a global movement toward smoke-free alternatives, the project elevates industrial progress into a sophisticated cultural narrative. It demonstrates how visual art, technology, and sound can work together to shape public perspectives on major shifts in lifestyle and consumption.
The central themes are curiosity, contemplation, and progress. The faceless figures are posed in quiet reflection, embodying the human experience at the threshold of change. This design philosophy emphasizes that progress is a continuous act of exploration. By stripping away facial features, Jefrë allows the “icons” to represent a universal human journey toward innovation and a better way of living.
Read more: The Heart of an Artist: Who is Jefrë
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