IQOS collaborator Jefrë. Photographed by Mar Rosales.
Staging their first collaboration in BGC, IQOS collaborates with Manuel to create two stainless steel sculptures aimed to reflect the curiosity found within the world today
In the middle of an overcast afternoon in Bonifacio Global City, IQOS, alongside Filipino-American visual artist Jefre Manuel, staged the celebration of their first collaboration. Titled the “Curious Icons,” the event aimed to resonate with the brand’s value of exploring one’s curiosity with that of Manuel’s introspective messaging to transform the meanings of “Power” and “Pleasure” into figures that others can see themselves in.
“The installation that you’ll see tonight is just more than art, it’s a statement of boundless curiosity,” shared brand manager Henry Yap. “This collaboration reflects the very values that IQOS stands for, and reminds us that design has the power to shift perspectives and inspire new ways of thinking.”
As guests entered the event’s poolside courtyard, media personalities and local creatives alike shared in their conversations with the visual artist. As the event space later dimmed to unveil the editorial teaser that retold the concept and inspirations behind the collaboration, the audience later shifted their focus toward the pool’s edge, pulling the black stain veil to then reveal the collaborative 10-foot stainless steel statue.
“When I first looked at the IQOS logo, I didn’t see just the symbol; I saw it as a key,” Manuel elaborates. ”It doesn’t just open a lock, it opens possibilities. In this work, the key is placed into the head of the figure to remind us that imagination begins in the mind.”
He later adds how the first statue serves as a reflection of the concept of power and how it’s a reflection of the “energy we put into the world.” This led the creative to then tease the upcoming “Pleasure” sculpture, which Manuel describes as symbiotic to the leading figure.
“Together, they remind us that curiosity is not just an idea, it’s an experience. As an artist, this project is about something larger, an accuracy for the role of art in our society, public art, transformed spaces, it inspires, it connects, it heals.”
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With the event’s formalities later transitioning to evening socials in Revel at The Palace, creatives and IQOS ambassadors alike were seen celebrating along with their fellow contemporaries, sharing in free-flowing cocktails, which featured a play on the popular mojito as it then bore the brand’s turquoise color.
“For us at IQOS, progress has always been about curiosity and transformation. This masterpiece embodies the philosophy and invites us all to explore, question, and embrace new possibilities. When art and innovation unite, they can spark conversations that shape both culture and a brighter future,” Yap adds.
Visit the IQOS website to see more of their collaboration with JEFRË, and visit IQOS on Facebook and Instagram to learn more.
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