IQOS supports local art through immersive creative experiences

IQOS continues to support Egypt’s creative scene through initiatives and partnerships that highlight local talent and offer new spaces for expression and experimentation. Based on its belief in creativity as a driver of development, the brand seeks to empower Egyptian artists and designers through innovative experiences that blend art and technology, in alignment with the national direction towards promoting knowledge and innovation.
In this context, IQOS collaborated with Egyptian artist and designer Mohamed Talaia to present a contemporary artistic experience that blends creativity and technology. The collaboration resulted in an IQOS limited-edition collection that features designs inspired by artistic concepts reflecting a strong spirit of innovation. The pieces feature bold designs and precise detailing, using materials and visual elements that aim to deliver a distinct visual experience.
“I am very proud of this collaboration, which gave me real space for experimentation and for transforming my ideas into an integrated visual experience that reflects my artistic choices. I see art not just as a form, but as an emotion that can be felt through details, materials, and texture. I was keen for the work to reflect my identity as an Egyptian artist and express a contemporary spirit that combines authenticity and innovation.” stated Mohamed Talaia.
For his part, Jonathan Kwan, Smoke-Free Products Director for Egypt & Levant at PMI, said: “We believe that supporting local talent and investing in creativity are fundamental pillars of sustainable development, in line with Egypt’s Vision 2030. Through our collaboration with Mohamed Talaia, we aim to empower creative expression and support works that reflect Egyptian cultural identity, helping open new horizons for cultural industries.”
He added: “PMI accelerates its transformation toward a smoke-free future and continues to develop scientifically substantiated products which represent a different approach aimed at reducing exposure to harmful substances compared to cigarettes”.
Heated Tobacco technology, while not risk-free, is a better alternative for adult smokers who would otherwise continue smoking. Tobacco combustion temperatures in cigarettes burns tobacco at 800°C, while IQOS heats tobacco at lower temperatures, producing an aerosol instead of smoke. This has been shown to produce lower levels of harmful chemicals compared to cigarette smoke.
Jonathan Kwan concluded by saying, “It’s important to emphasize that quitting smoking altogether remains the best option at all times.

“End”