Windows of Curiosity
IQOS and renowned artist JEFRË collaborate in Curious Icons, celebrating transformation and the power of seeing ourselves through art.
Words Randolf Maala-Resueño
Photos courtesy of IQOS Philippines
October 09, 2025
A pause, a question, a moment of curiosity; steps for transformation start with these. For IQOS and internationally acclaimed Filipino-American artist Jefre Manuel Figueras, better known as JEFRË, that spark became the beginning of a collaboration that turns art and design into an invitation to see the world, and ourselves, in new ways.
Despite the evening winds, guests gathered in Medusa, The Palace in Bonifacio Global City with boisterous admiration before the over 10-foot-tall figure of gleaming possibilities.
In the center stood JEFRË, reflective yet radiant, speaking about curiosity, creativity, and the beauty of transformation. The event marked the unveiling of ‘Curious Icons,’ a landmark collaboration between IQOS, Philip Morris International’s smoke-free brand, and the artist celebrated for reshaping skylines across the globe.
“The key is more than a logo—it’s a window,” JEFRË said as he welcomed guests. “A window into people’s journeys and creativity.”
Artist JEFRË
That sentiment sits at the heart of this project, where JEFRË’s sculptural language merges with IQOS’ philosophy of curiosity, progress, and discovery. The collaboration is a meditation on transformation seen through the lens of design and imagination.
Power through the window within
At the heart of this partnership are the ‘Curious Icons: Power and Pleasure.’ Faceless, reflective, and poised in quiet wonder, they embody curiosity at the very moment of choice. From monumental three-meter sculptures to hand-sized figurines, these creations symbolize transformation, that change often begins with a simple decision to look deeper.
“The amount of energy you put out is what you get back,” JEFRË shared. “Without power, there’s no pleasure. They’re symbiotic.”
Central to both sculptures is the IQOS key logo, reimagined by JEFRË as a sculptural “window.” It honors endless possibilities through the lens which viewers see themselves, framed by light and reflection. When standing before the work, one’s reflection aligns with the hollow of the key, creating a moment of self-encounter.
“It’s not about looking up anymore,” the artist explained. “It’s about being in touch: with the art, and with what it makes you feel.”
Collaborative journey through curiosity
The collaboration goes beyond the sculptures themselves. Through gallery-style installations in IQOS stores around Metro Manila and storytelling that brings the creative process to life, IQOS and JEFRË create spaces where curiosity sparks reflection and conversation. From IQOS’ side, the project was guided by shared values rather than commercial objectives.
(L-R) Jefre Manuel, IQOS Collaborator Ferdi Echiverri, Director of Communications Crismer Tiria, Head of Marketing Mara Ruiz, Digital Manager Maan Domingo, Brand Engagement Manager Henry Martin Yap, IQOS Brand Manager
“We don’t dilute an artist’s identity, we amplify it,” IQOS Brand Manager Her Martin Yap shared to the media.
IQOS’ global mission, which is to provide adult smokers with better smoke-free alternatives, is reframed here through art by merging sculpture, design, and storytelling that humanizes progress and redefines innovation as a form of introspection.
As for JEFRË, ‘Curious Icons’ also marks a personal milestone.
“I’ve done my job of leaving a mark here in the Philippines. Now I want to take the Filipino name and creativity abroad and show how we, as Filipinos, can change how people live elsewhere in the world.”
(L-R) Henry Martin Yap, IQOS Brand Manager, Jefre Manuel, IQOS Collaborator
Known for monumental works such as The Victor and Talking Heads, JEFRË’s sculptures often capture emotional narratives through faceted, geometric forms. Yet this collaboration allowed him to shift scale and intimacy, to invite audiences closer to his art.
“I’ve always shaped skylines. But this time, I wanted people to be part of the sculpture—to see themselves in it.”
What’s next for the curious wanderers?
This is not the first time IQOS has collaborated with the world of art and, they promised, it won’t be the last. The partnership with JEFRË is part of an ongoing journey with cultural voices who share the same belief: that curiosity opens new possibilities.
Curiosity opens doors, shifts perspectives, makes room for small moments of joy. Because in the end, when curiosity is satisfied, pleasure wins.
“Life’s a journey,” JEFRË reflected as the media briefing wrapped up. “If you’re stagnant, you’re not curious. Curiosity means moving forward.”
Through Curious Icons, IQOS and JEFRË remind us that transformation—of habit, of perspective, of imagination—begins with curiosity. Ultimately, all it takes is looking through a ‘window’ to see something new.
