As 2025 draws to a close, global brands continue to seek innovative ways to merge technology, culture, and art, making innovation part of an integrated life experience. In this context, Philip Morris, through its IQOS brand, launched a series of initiatives and activities throughout the year, reflecting its vision and strategy for a smoke-free future, by offering distinctive sensory and artistic experiences that connect users with innovation, art, and cultural identity in an integrated and inspiring framework.
IQOS activities were not limited to providing alternatives to traditional cigarettes, but went beyond that to become a comprehensive platform for technological innovation related to culture and art, where experiences were designed to be inspiring and immersive, combining product, design and artistic creativity to transform products from mere cigarette alternatives into an integrated user experience that facilitates the transition towards a better lifestyle, and presents a new model for the role of brands in the creative scene.
Locally, IQOS focused on supporting Egyptian artists and creators through a series of artistic partnerships and initiatives that blend innovation with local cultural identity. Among the most notable initiatives was the collaboration with Egyptian artist Kairo Lumumba on an innovative art project that combined Egyptian heritage with contemporary aesthetics, resulting in artworks that were turned into limited editions of IQOS products, offering a holistic sensory experience that combined sight, touch, and interaction with the design.
The brand also collaborated with five Egyptian female artists who presented distinctive artworks inspired by the world of IQOS, reflecting the diversity of female creative perspectives in the Egyptian art scene and contributing to presenting a new visual interpretation that blends technological innovation with artistic expression.
During Cairo Design Week, IQOS heightened its creative presence through its partnership with Tamara Haus, in addition to celebrating the launch of the limited edition IQOS x SELETTI in Egypt, which allowed users to experience a combination of local culture and global creativity and transform design into a fully sensory narrative.
On the international level, IQOS established its position in the global art scene through its participations in Milan Design Week, where it collaborated with the global design house SELETTI to present a limited edition IQOS x SELETTI heated tobacco device, in an experience that embodies how to transform technology into tangible art and design that reflects the user’s identity and personal interaction.
IQOS also launched this piece as part of the Curious X: Sensorium World experience, offering a comprehensive interactive experience that stimulates the users’ senses and connects them with the product and culture, while supporting the behavioral shift of smokers towards a more conscious lifestyle.
IQOS also participated in the Creators of Craft Design Challenge, whose submissions are closing on January 9th, 2026, providing designers from the Middle East with a genuine platform to develop their ideas and elevate them to a global level, positioning art as a pivotal element in the creative economy.
IQOS products are based on tobacco ” heat-not-burn” technology, which reduces exposure to harmful chemicals compared to traditional cigarettes, benefiting over 32 million adult smokers worldwide since 2014, in a move that confirms the success of innovation combined with design and integrated sensory experience.
Through these initiatives, IQOS affirms at the end of 2025 that its experience transcends the boundaries of the product, to transform into an integrated artistic and sensory journey that links technology, art, and identity, and presenting a new model for the role of brands in supporting the creative economy and shifting towards a healthier, more creative, and inspiring future.