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.”
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.
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
Read more: The Heart of an Artist: Who is Jefrë
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